The GSB Interview: Tim Trefzer, on the Greenness of Atlanta’s Super Bowl LIII

Super Bowl LIII Week is in full swing in Atlanta, complete with red carpet galas, fan-fests, and Media Day, all leading up to Sunday night’s battle between the New England Patriots and Los Angeles Rams.

From a sustainability perspective, Atlanta has a leg up on other host cities since the game will be played inside Mercedes-Benz Stadium, the first LEED Platinum professional sports stadium in North America.

GreenSportsBlog spoke with Tim Trefzer, the Atlanta Super Bowl LIII Host Committee’s Sustainability Chair, to see what is going on green-wise beyond the stadium.

 

GreenSportsBlog: Atlanta has been the center of the Mega-Sports event and Green-Sports worlds over the past 18 months. Mercedes-Benz Stadium hosted the 2018 College Football National Championship last January and the Green Sports Alliance Summit in June. It also was the site of the Major League Soccer All-Star Game in July and MLS Cup in December. And of course this Sunday, Super Bowl LIII comes to town. And Tim Trefzer, you are at the heart of the Green-Sports action as Sustainability Chair of the Atlanta Super Bowl Host Committee. Thanks for talking with us at what must be a crazy busy time.

Tim Trefzer:  My pleasure. And yes, it’s been busy, really going back to the 2018 College Football Playoff National Championship, as I handled a similar sustainability role for that event as well. And we, along with Georgia Tech, will play host to the 2020 NCAA Men’s Final Four so we’ve got more mega-events coming down the pike!

 

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Tim Trefzer, sustainability chair of the Atlanta Super Bowl 53 Host Committee (Photo credit: Tim Trefzer)

 

GSB: That is not a surprise, what with Mercedes-Benz being the state of the art in stadium design across all metrics, including sustainability through its LEED Platinum status. So with that as backdrop, how has the Atlanta Super Bowl LIII Host Committee approached the event through a green lens?

Tim: We are working closely with Jack Groh of the NFL — he’s managed the league’s Super Bowl greening efforts for over two decades — to make the most of the league’s four sustainability pillars. Number one is Material and Resource Recovery. We are working with local Atlanta organizations on food, textile, and other material donations that will come from the game, the many ancillary events, and participating hotels. Our partners include the Atlanta Community Food Bank, Salvation Army, and Habitat for Humanity. We also assisted Verizon, an NFL environmental sponsor, with their annual E-waste recycling event in the run up to the Super Bowl. Ours was at Zoo Atlanta and it was a big success as 42,446 lbs. of electronics were collected, the most ever from this event!

 

super bowl liii zoo atlanta

Some of the electronic waste collected as part of Verizon’s e-waste recycling event at Zoo Atlanta on January 19 (Photo credit: Fox 5 Atlanta)

 

GSB: Congratulations! What about pillar number two?

Tim: Urban Forestry. This is more than a tree planting effort. In collaboration with the City of Atlanta’s Office of Resilience and Trees Atlanta, we are supporting 13 projects, including community gardens, a 7.1-acre food forest with fruit trees and vegetable plantings, and even pollinator projects. Pillar number three is Super Kids, Super Sharing…

GSB: That’s been around for some time…

Tim: This is its 20th anniversary — it started in Atlanta, by the way. The program’s essence is a used sports equipment and school supply exchange that keeps footballs, soccer balls and more out of landfills and gives them a second life. Kids from donor schools bring their equipment to a facility where it is sorted; then receiving schools come in. It gets kids thinking about the circular economy at a young age and exposes them to other kids in the Atlanta area from different walks of life. Over 100 schools committed to take part. Last year, the folks at the Minneapolis’ Super Bowl LII Host Committee collected 46,000 items — we’re hoping to beat that when all is said and done.

 

Two minute video showing highlights from Atlanta’s Super Kids Super Sharing event

 

GSB: Good luck. Finally, what’s the fourth pillar?

Tim: Pillar number four is renewable energy. The NFL buys renewable energy credits to offset all of the electricity used at the stadium and everything surrounding it. That includes the host hotels, the Georgia World Congress Center

GSB: …The convention center campus adjacent to Mercedes-Benz Stadium where you are the sustainability director.

Tim: Exactly… Also, it’s not by accident that Centennial Olympic Park, the Georgia World Congress Center, and many hotels are a short walk from Mercedes-Benz Stadium, In fact, of the 15 major NFL events taking place during Super Bowl, 13 are taking place in or adjacent to the Georgia World Congress Center Authority’s downtown Atlanta campus (which includes the stadium, convention center, and Centennial Olympic Park). Of recent Super Bowls, the most taking place in the same vicinity has been seven.

GSB: Those are four strong pillars that the NFL and the Host Committee are building. Going beyond the NFL’s green work, at the Bay Area’s Super Bowl 50 in 2016, the local Host Committee made the environment the prime focus of their work, which is why I call it the Greenest Super Bowl Ever. That was not the case with Super Bowls LI (Houston, which did nothing as far as I could tell on the environment) and LII (Minnesota, which had a 91 percent waste diversion rate at the game among other local efforts, but they were focused mainly on health care, in part due to the sterling reputation of the Mayo Clinic). What is the Host Committee doing, from an environmental perspective, beyond the four pillars?

Tim: Great question, Lew. One main theme of the Atlanta Super Bowl LIII Host Committee’s work is civil rights and social justice, given the movement’s tremendous history in the city, from Martin Luther King Jr. to HBCUs^ like Morehouse College and much, much more. From public forums to public arts projects, Atlanta’s civil rights heritage has been on display in the run-up to Super Bowl LIII. That said, the Committee and our Sustainability Advisory Council — made up of leaders from Hartsfield-Jackson Atlanta International Airport, top local corporations like Delta Airlines, nonprofits like Trees Atlanta, Scott Jenkins, GM of Mercedes-Benz Stadium and Board Chairman of Green Sports Alliance, and more — have been working for the better part of the past year on a variety of initiatives, including pushing the sustainability story surrounding Super Bowl LIII and Atlanta.

GSB: Communicating sustainability to fans? Music to my ears!

Tim: A video about recycling at the Airport is being shown around the city. On game day, there will be a full-page, sustainability-themed ad in the game program and we will have ambassadors on the concourses at Mercedes-Benz talking to fans about our sustainability efforts and encouraging recycling. But another reason that these large events keep choosing to come to Atlanta, in addition to the great venues and close proximity, is the fact that they’re LEED certified. In addition to Mercedes-Benz Stadium, Georgia World Congress Center is the largest LEED Gold certified convention center in the world and many of the other event venues are also certified. Arguably, Atlanta is one of the greenest places for conventions, sports, and events anywhere.

GSB: Will there be sustainability-themed scoreboard messaging and/or video shown in-stadium before or during the game? And will CBS Sports and/or CBS Sports Network air that kind of video during the almost endless pregame coverage? That last question is really for the NFL but I thought you might have some inside information.

Tim: Discussions about video board messaging were still ongoing as of a couple of weeks ago. No firm word yet has come across my transom. And you’re right about airing environmental PSAs — that’s the purview of the NFL and CBS. For our part, we will be tracking recycling and waste diversion rates; the Host Committee communications team is working with the NFL and the Georgia World Congress Center Authority to spread the word to the massive amount of media who will be here.

 

M-B Stadium

Sustainability-focused messaging on the Mercedes-Benz Stadium video board during an Atlanta United MLS match in June. Will similar messaging greet Super Bowl LIII fans on Sunday? Stay tuned (Photo credit: Lewis Blaustein)

 

GSB: Will the Host Committee track media pick up of Super Bowl LIII sustainability stories or is that the purview of the NFL?

Tim: I’m sure this is something we could do on social media and include in a report following the event.

GSB: We will take you up on that, Tim. In the meantime, enjoy the game.

 

^ HBCUs = Historically Black Colleges and Universities

 

 


 

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The Best and Worst of Green-Sports, 2018

Eco-athletes became more of a thing in 2018 — and that’s a very good thing.

This statement is not data-based. I haven’t seen data on the number of athletes who engage on environmental issues.

Yet anecdotally, I can say that I spoke to more eco-athletes in 2018 than in any other year since starting GreenSportsBlog in 2013.

Given the dire climate news coming out of recent UN and U.S. government reports, the world needs this year’s eco-athlete “thing” to become a wave in 2019. But that is for another day.

Today, we bring you an eco-athlete-infused BEST AND WORST OF GREEN-SPORTS, 2018.

 

BEST GREEN-SPORTS STORY OF 2018

Leilani Münter, The “Vegan, Hippy Chick with a Race Car”

There are three great reasons why Leilani Münter, the “vegan, hippy chick with a race car,” is GreenSportsBlog’s Best Green-Sports Story of 2018. Münter…

  1. Signed A Well-Fed World and TryVeg.com to sponsor her ARCA series car for an eight race campaign
  2. Earned two top ten finishes
  3. Sampled vegan Impossible Burgers to 30,000 racing fans (they loved ’em!)

 

Leilani Munter Scott LePage

Leilani Münter, GreenSportsBlog’s “Best Green-Sports Story of 2018” (Photo credit: Scott LePage)

 

Thing is, no one would have blamed Münter if she had decided to give up her career as a driver in NASCAR’s ARCA Presented by Menard developmental series before this year.

Her strong commitment to only work with brands that align with her lifestyle and the issues that animate her — most notably veganism, animal rights and the climate change fight — has limited her ability to secure the sponsors and thus the funding necessary to enter races. In some years, Münter has competed in only one race; in others none at all.

But Münter did not quit, although she came close several times. The Minnesota native kept selling the idea that auto racing fans would react positively to vegan messaging — and food. “Some of the vegan brands I called on said ‘the NASCAR fan is not the right audience for us.’ I said ‘you don’t need to talk to vegans; they’re already converted. You need to talk to people who are not already in your world.’ Auto racing fans fit that definition.”

Her logic and persistence — she pitched sponsorship of a vegan-branded car for six years — paid off in 2018 when two non-profit organizations, A Well-Fed World and TryVeg.com, signed on as her lead sponsors to carry the Vegan Strong message. The deal allowed Münter to run an eight race campaign, which included an eighth place finish at the ARCA race during Daytona 500 week and a ninth place result at Michigan International Speedway.

More importantly, Münter and Vegan Strong teamed up at five of her eight races to fund the sampling of vegan Impossible Burgers in the Fan Zones to 30,000 fans. The fans ate ’em up, literally and figuratively.

“Many fans were skeptical at first and didn’t want to try the Impossible Burgers,” recalled Münter. “But once they did, they loved the taste and texture! And when you tell them it’s better for their health and for the planet, they got more excited.”

 

Leilani at Tent

Leilani Münter takes a photo of skeptical racing fans trying Impossible Burgers at the Daytona International Speedway Fan Zone in February (Photo credit: Natalka Lindstrom)

 

I am excited to see what Münter will do for encore to spread her vegan, along with her animal rights and climate change-fighting messages. On the latter, she is a big advocate of electric vehicles — her personal car is a Tesla, powered by solar panels on the roof of her house.

Münter says to expect an announcement about her 2019 plans in early January.

 

PAST WINNERS

2017: The Athletes of Protect Our Winters (POW)

2016: The Rio “Climate Change” Olympics Opening Ceremony vignette

2015: Pac-12 Conference

2014: Forest Green Rovers

 

MORE ECO-ATHLETES WHO MADE A DIFFERENCE IN 2018

I’m happy to say that Leilani Münter is not a lone wolf eco-athlete. She is joined by a veritable All-Star squad of sailors, skiers and more who spoke out and/or took action on the environment this year.

Team director Mark Towill and skipper Charlie Enright led the Vestas 11th Hour Racing Crew to a fifth place finish in the ’round-the-world Volvo Ocean Race. Sustainability is a core element of the team’s DNA. They communicated their ethos of a cleaner, healthier environment to thousands of fans at race stops via an interactive Exploration Zone.

Jessie Diggins, who along with teammate Kikkan Randall, won the gold medal in the women’s team sprint freestyle race at the Winter Olympics in Pyeongchang, South Korea. Diggins also found the time to engage on the climate change fight. She supports a revenue neutral carbon fee and dividend program (CF&D), similar to the bill that was recently introduced with bipartisan support in the House of Representatives. Diggins told the New York Times, “Saving winter is something I believe in…and I feel like we’re actually really at risk of losing it.” 

 

Jessie Diggins NYDN

U.S. Olympic cross country gold medal winner and carbon pricing advocate Jessie Diggins (Photo credit: New York Daily News)

 

Arizona Cardinals rookie quarterback Josh Rosen talked climate change in a March interview in ESPN The Magazine: “One cause I’ll champion is the environment. It touches everything. I mean, the war in Syria started because of the drought and famine that destabilized the country and led the population to revolt against the government. I know global warming is a partisan issue for some stupid reason, but it touches everything.”

Sam Martin, punter for the Detroit Lions and an advocate for renewable energy, helped broker a deal that resulted in new solar installations at Ford Field and the club’s nearby Allen Park training facility. North Carolina-based Power Home Solar approached the team through a preexisting partnership with Martin and his Sam Martin Foundation,

Milwaukee Bucks point guard Malcolm Brogdon and four other NBA players announced the launch of Hoops₂Ojoining the fight for access to clean water in East Africa. Staying in the Beer Capital of the U.S., Brewers’ pitcher Brent Suter penned an OpEd urging action on climate in Fast Company. 

 

GREENEST NEW STADIUM OR ARENA OF 2018

Audi Field, D.C. United

It took D.C. United a quarter century to build its own, soccer-specific stadium. Audi Field sure looks like it was worth the wait as the 20,000 seat, $500 million stadium earned LEED Gold certification when it opened in July. Five months later, it added another honor by being named GSB’s Greenest New Stadium/Arena of 2018.

Audi Field drew our attention for a number of reasons, including:

  • The rooftop solar panel installation that provides roughly one million kilowatt hours of electricity annually, enough to offset nearly one third of the stadium’s electricity usage
  • Nearby access to D.C. Metro system’s green line train
  • An advanced, energy-efficient building envelope/skin
  • A storage vessel that collects rain water underneath the building. When it rains, water drains under the pitch into the vessel where it is slowly released so it doesn’t go into the nearby Anacostia River.

 

Audi Field

A packed Audi Field during the national anthem on opening night (Photo credit: WTOP/Noah Frank)

 

Fiserv Forum, the new home of the NBA’s Milwaukee Bucks, deserves honorable mention. On track to receive LEED Silver certification, the downtown arena is the world’s first bird-friendly sports and entertainment venue, thanks in part to a collaboration with the American Bird Conservancy.

 

PAST WINNERS

2017: Mercedes-Benz Stadium, Atlanta Falcons and Atlanta United

2016: Golden1 Center, Sacramento Kings

2015: CHS Field, St. Paul (MN) Saints

2014: Levi’s Stadium, San Francisco 49ers

 

BEST TEAM ON/GREENEST TEAM OFF FIELD OF 2018

TIE: Philadelphia Eagles, Super Bowl LII Champions and Atlanta United F.C., Major League Soccer’s 2018 Title Winners 

The Eagles checked the on-field box for their Best Team On/Greenest Team Off Field Court of 2018 award when they captured the franchise’s first Super Bowl in dramatic fashion, as backup QB Nick Foles outdueled Tom Brady and the New England Patriots, 41-33. Off the field, the Eagles became the first pro sports team to earn ISO 20121 certification for integrating sustainability practices into their management model. Among other things, the team:

  • Deployed edgy, humorous billboards that encouraged support for GO GREEN, the Eagles’ long-running fan-facing environmental program on Lincoln Financial Field’s concourses, ramps, and yes, even the restrooms.
  • Installed an interactive LED screen at the NovaCare Complex, the team’s practice facility down the street from “The Linc”. “It shows our employees how much energy our solar panels and wind turbines are producing every day, how much we recycle, and more,” said Norman Vossschulte, the Eagles director of fan experience.

And, just before we went to press, the Eagles announced that Lincoln Financial Field earned an upgrade from the US Green Building Council to LEED Gold status — it had qualified for LEED Silver in 2013.

 

Dallas Cowboys v Philadelphia Eagles

Sustainability-themed signage on display at Lincoln Financial Field (Photo credits: Philadelphia Eagles)

 

 

Atlanta United secured its spot on GSB’s Best Team On/Greenest Team Off Field podium by winning the MLS Cup trophy in only its second season of play. The “Five Stripes” knocked off the Portland Timbers 2-0 on Saturday night.

The team’s green cred is also championship caliber. After all, they play at Mercedes-Benz Stadium, the world’s first LEED Platinum pro sports stadium, sharing it with the NFL’s Falcons. Stadium management uses its massive, wrap-around scoreboard to share the green story with fans, 73,019 of whom showed for MLS Cup, the largest crowd in league history.

 

M-B Stadium

Green messaging greets fans of Atlanta United, the newly-minted MLS Cup champion, at Mercedes-Benz Stadium (Photo credit: Lewis Blaustein)

 

PAST WINNERS

2017: Golden State Warriors

2016: Cleveland Indians

2015: New England Patriots

2014: Ohio State University

 

GREEN-SPORTS GREENWASH OF 2018

Eco-Sailor Sir Ben Ainslie Signs Title Sponsor Deal with Fracking and Chemical Company Ineos

Sir Ben Ainslie is the most decorated sailor in Olympics history. As skipper of Land Rover BAR, the British entrant in the 2017 America’s Cup, he also won deserved plaudits for making environmental sustainability, in particular ocean health, a core value of his team.

One thing Sir Ben did not win was the 2017 America’s Cup, despite spending in the neighborhood $135 million over the four-year cycle. By some estimates, it will cost as much as $175 million to mount a legitimate campaign for the 2021 Cup.

So when British fracking^ and chemical company, Ineos, and its founder Jim Ratcliffe, offered Ainslie $153 million to fund the lion’s share of his 2021 Cup quest, Sir Ben had a choice: Take the money and risk being labeled a greenwasher, or keep his good name and his well-earned global reputation as an eco-athlete among fans, competitors, sponsors and more.

He chose Ratcliffe’s fracking money.

 

Ainslie Ratcliffe

Jim Ratcliffe (l), CEO of Ineos, with Sir Ben Ainslie (Photo credit: Toby Melville/Reuters)

 

Not surprisingly, GreenSportsBlog chose Sir Ben for Green-Sports Greenwash of 2018.  

And it wasn’t close for second place.

 

PAST “WINNERS”

2017: Super Bowl LI, Houston*

2016: Super Bowl L, Santa Clara, Super Green But (Virtually) No One (Outside of the Green-Sports Ecosystem) Knew About It*

2015: College Athletics Departments That Talk a Good Green Game But Took Koch Brothers Sponsorship Dollars

2014: Sochi Winter Olympics

 

Fracking (also known by its more technical name, hydraulic fracturing) is a process by which large amounts of water and sand, combined with often hazardous chemicals, are injected, at high rates of pressure, into rock formations to fracture surrounding material for the purpose of extracting oil and gas. Its negative environmental and health impacts are legion, many of which would’ve concerned pre-Ineos Sir Ben. These include contamination of groundwater, large volume water use in water-challenged regions, methane pollution which exacerbates climate change, exposure to toxic chemicals, and fracking-induced earthquakes.
* 2017 and 2016 designation was titled “GREEN-SPORTS MISSED OPPORTUNITY OF THE YEAR”

 

 


 

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