The GSB Interview: Matt Ellis, CEO of Measurabl — Helping Sports Teams Benchmark Their Environmental Impacts

Sports stadiums and arenas have been in the greening business for almost a decade, which is a great thing. But do venues and teams know how much energy they’re saving, how much waste they’re diverting from landfill, and more? You would think so but measurement of greening lagged actual greening. Until Matt Ellis and Measurabl came along. GreenSportsBlog talked with Matt, the company’s founder and CEO, to understand how he got into the sustainability measurement business, where sports fits in and…what happened to the last “e” at the end of Measurabl.

 

GreenSportsBlog: When thinking about Measurabl, this adage comes to mind: “What gets measured gets managed. And what gets managed matters.” How did you get into the sustainability measurement space and why the big move into sports?

Matt Ellis: Well, Lew, we have to go back to 2008 to get to the beginning of the story. I was working in real estate in the San Diego area — I’m a San Diego guy, went to UC San Diego undergrad and San Diego State for grad school, my family was in the real estate business. I was working for CBRE at the time…

GSB: …When the “econ-o-pocalpyse” hit…

ME: Exactly! My business was not that strong, to say the least. I had plenty of time on my hands, walking around town, looking for deals. I saw plenty of decals on buildings, decals like “LEED ” and “ENERGY STAR.” I started to ask “why?” I found out sustainability drives higher occupancy rates, higher quality tenants, and higher rents, among other positive outcomes. Not long after that, CBRE management asked me to start and run a sustainability practice group.

 

Ellis Matt 1 Headshot

Matt Ellis, founder and CEO of Measurabl (Photo credit: Measurabl)

 

GSB: Was that in the San Diego area or national? How did it go?

ME: National. Despite the economic collapse, we were getting calls consistently from our clients who were interested in how they could leverage sustainability in their real estate portfolios. By 2010-11, we had started to offer RECs, offsets, and the first carbon neutral leases. Eventually I became CBRE’s Director of Sustainability Solutions. As all this was happening, I noticed our sustainability efforts lacked one key thing: data. We needed better measurement tools so we could learn what worked and what didn’t, sustainability-wise. We needed to be able to benchmark on a number of metrics so we could measure progress over time. Every time we looked at measurement, we were told it was too hard, too costly.

GSB: Did you accept that?

ME: Not at all. In fact, I started to ask this question: “Can we provide meaningful sustainability measurement tools?” That would be a big deal. As I investigated this question, I realized that a software solution is what was was needed. We needed to gather environmental, social and governance (ESG) data, create benchmarks for buildings and then be able to sort all of this data. The goal is to know how buildings perform in terms of energy usage, carbon footprint, materials, waste, environmental certifications and more. Convinced that an environmental benchmarking and measurement software platform was indeed doable and valuable, I left CBRE and incorporated Measurabl in 2013.

GSB: How did Measurabl do out of the gate?

ME: We’ve done well the last couple of years, providing environmental benchmarking and measurement software to real estate investment trusts (REITS), asset managers like Black Rock, property managers like CBRE, and corporations like VMware, among others. They’ve found great value in it.

 

Measurabl Early Days

Matt Ellis at the whiteboard during the early days of Measurabl (Photo credit: Measurabl)

 

GSB: Congratulations! What is the Measurabl business model? What is a reasonable ROI for a client?

ME: We provide three Software as a Service aka “SaaS” plans: Basic, Pro, and Premium starting at no cost for the “Basic” plan and going to over $100/building/month for the most feature rich plan. Each provides for data management, benchmarking, and reporting and, depending on the level you sign up for, the client can achieve different ROIs which include cost savings from resource management and efficiency through to Investment Grade reporting which helps them secure lower interest rates on their loans and preferred access to capital from investors.

GSB: That sounds like a great deal for a property manager or building owner. What made you think of sports as a vertical for Measurabl?

ME: Sports makes sense for a couple of reasons for Measurabl. One is that over half of our workforce are athletes, mostly from the world of water polo, which I played at UCSD. And benchmarking sustainability metrics is kind of like how sports uses statistics: data stokes the competitive fire in athletes as well as in building or venue management. So we get sports culturally and from a data perspective. So it fits that Chase Cockerill from our business development team, an athlete himself, made a call to Jason Kobeda at Major League Baseball and Jason said “we get it, this is cool, this can help us take the game to the next level, literally” We established the relationship with MLB in April, right around Opening Day.

 

Measurabl Chase Matt

Measurabl’s CEO Matt Ellis (l) and business development executive Chase Cockerill at June’s Green Sports Alliance Summit in Atlanta (Photo credit: Measurabl)

 

GSB: WOW! That was super quick! Did all 30 teams buy in?

ME: Yes, the relationship is at the league level so all clubs and venues can access the software. So far about two thirds of the clubs are on board and the rest are ramping up. We’re providing them with data management and benchmarking on energy usage, water usage, carbon footprint, waste diversion, environmental impacts of upgrade projects, certifications and reports.

GSB: What kind of reports?

ME: For example, our software can generate a CDP report for the League. CDP is a well-known global standard for reporting carbon performance. We can also provide stadium level reports specific to each venue.

GSB: That has to be a huge time saver for the clubs.

ME: Absolutely. It is also a way to improve the accuracy of the data and therefore make more informed decisions. At the same time we talked to the Green Sports Alliance (GSA). GSA’s Erik Distler said “all of our members share a common set of needs around data management” so we then went on to form an exclusive, worldwide partnership with GSA to be their data management and benchmarking partner and platform.

GSB: That is terrific. How is the stadium or arena environment different from a high-rise office building in terms of benchmarking and measurement?

ME: The sports venue environment is generally more complex than a typical commercial building. Think of Mercedes-Benz Stadium in Atlanta. There’s the retail components, the exterior parking areas, the solar panels the field, boxes… Right now, we’re able to compare a venue’s performance, year-over-year by breaking the space down to its constituent parts and comparing that performance across like-kind spaces to create benchmarks.

GSB: What about comparing stadium vs. stadium, arena vs. arena?

ME: That’s the next step, and a big part of MLB and the Alliance’s leadership, which is to create a global benchmark for sports facilities. Comparing stadiums to each other, when all of them are unique, is tough. But that’s what we love about the sports world — whether it’s MLB, the NHL, NASCAR or the Alliance — they don’t accept “it’s too tough” to compare, and neither do we. Eventually, we hope to put all venues in a given sport on the platform and to create an “apples-to-apples” comparison that is meaningful. The more data, the more facilities, the more accurate the benchmark. It’s a “team effort” so to speak! The good news is the momentum is strong and roll out well underway.

GSB: I have no doubts. Does the Measurabl platform measure fan engagement and interest?

ME: We do reporting really well. The reports can be easily understood by fans. It’s up to the clubs to decide to tell the sustainability stories but we certainly advocate that they do so on a consistent basis.

GSB: We will check back with you after this season to see how the teams are doing on the fan engagement piece. Meanwhile, I have one last question: What happened to the last “e” in Measurabl?

ME: Ha! “Measurable” was too traditional – not “startup” enough, so drop the “e” and it was a home run.

 


 

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A-B InBev Adds Incentives to Sports Sponsorship Contracts; Environmental Performance Should Be In Mix

A-B InBev, the parent company of Anheuser-Busch and America’s biggest sports sponsor, is making a big change to the way it deals with its sports property partners. Incentives for positive on- and/or off-field performance are now being included in their contracts with leagues, teams, events and venues. Will environmental incentives be in the mix?

 

Terry Lefton, arguably the dean of sports-business journalists, broke an important story in the April 2 issue of Sports Business Journal (SBJ)

In “A-B’s Sponsor Shocker,” Lefton wrote that A-B InBev (ABI), America’s biggest sports sponsor, is “instituting incentive clauses within its [sponsorship] deals…offering properties as much as a 30 percent bonus if specific on-field performance and marketing criteria are met or surpassed…ABI is believed to be the first major sponsor to make it a standard part of its sponsorship contracts.”

A challenging and changing landscape for sports, both at stadia and arenas as well as on TV, is providing new leverage for sponsors and is helping to drive this new way of dealing with properties.

Lefton quoted Joao Chueiri, ABI’s vice president for consumer connections and a prime mover behind this new approach, as saying, “The traditional sponsorship model, based on fees and media commitments, does not deliver the best value for us at a time when most leagues and teams are facing challenges with live attendance and TV ratings. We want to evolve the model and encourage fan engagement … with an awareness that each deal is unique.”

 

Joao SBJ

Joao Chueiri, ABI’s vice president for consumer connections (Photo credit: Terry Lefton/Sports Business Journal)

 

Lefton reported that the early partners in new, incentive-laden ABI deals are the Minnesota Timberwolves of the NBA, MLB’s Los Angeles Dodgers, the New Orleans Saints  of the NFL and NASCAR: “The stock car circuit opted for earned media, fan engagement/social media measures, while the Dodgers, after a season in which they won the National League pennant, chose on-field performance indicators, including wins and losses.”

 

Budweiser TWolves

Budweiser signage adorns the scoreboard at Target Center in Minneapolis, home of the NBA’s Minnesota Timberwolves (Photo credit: NBA.com)

 

Will properties suffer a penalty if they don’t meet the minimum thresholds for incentives?

In a word, no.

Per Lefton, “they won’t get paid less if they fail to meet those targets.” Not surprisingly, every property that has been asked to accept an incentive-laden model has done so.

Chueiri told SBJ that key performance indicators for incentives available under ABI’s new sponsorship model include “attendance, wins/losses and other on-field performance measures, social media and other fan engagement metrics, and brand awareness and consideration among those aware of the sponsorship. The idea is to motivate the property to ensure every fan knows that Budweiser is the official beer.” ABI hopes the incentive program might be the differentiator to make a team, league or event choose it over a competitor.

Environmental performance was not a part of the list of metrics mentioned by Chueiri.

This is not surprising at this early stage. Metrics like wins and losses and social media traffic should be at the top of a list of incentives for a potential ABI sports property partner to hit. These are all “mothers’ milk” for teams and sponsors alike.

But, it says here that, sooner rather than later, environmental performance metrics need to be added to ABI’s list:

  • ABI has made clear that environmental performance, especially on water-related issues, is a core part of its DNA
  • Flagship ABI brands like Budweiser and Stella Artois advertise their commitment to access to clean water on mega sports broadcasts like Super Bowl LII
  • Lefton reported that all of ABI’s 90 or so U.S. team and league sports sponsorships are up by the end of 2021 and that “the brewer hopes to have completely overhauled its sponsorship model by then.”

 

Matt Damon stars in Stella Artois’ 30 second, water conservation-themed, Super Bowl ad

 

With that being the case, metrics like water use efficiency and waste diversion rates need to become part of ABI’s sports partnership incentive program soon.

THAT will be a very big deal.

Watch this space.

 


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Natalka Lindstrom: Leilani Münter, Green-Sports Super Fan

LEED-certified stadia and arenas increasingly dot the sports venue landscape. Zero-waste games are becoming more and more the rule rather than the exception these days. Eco-athletes can be found in most sports. What sports hasn’t had, at least to my knowledge, are Green-Sports Super Fans — fans who support and sometimes travel great distances to watch athletes and/or teams specifically because of their environmental advocacy and actions.

Until now, that is.

Natalka Lindstrom traveled last week from her home in Edmonton, Alberta to Daytona, Florida to see her favorite driver, Leilani Münter, the “vegan, eco, hippie chick with a race car,” compete in the Lucas Oil 200, the opener of the ARCA series.

GreenSportsBlog talked with Natalka both before and after her Super Fan sojourn.

TUESDAY FEBRUARY 6: BEFORE LEAVING FOR DAYTONA

GreenSportsBlog: Hi Natalka! I am so happy to find a Green-Sports Super Fan, and one who is a devoted supporter of animal rights activist, plant-based diet advocate, electric vehicle (EV) devotee and climate change-fighter Leilani Münter makes it all the better. Let’s start from the beginning. Where are you from originally and what do you do when not traveling the almost 2,800 miles from Edmonton to Daytona for Leilani’s race in the Lucas Oil 200?

Natalka Lindstrom: Well, I was born in Winnipeg, Manitoba, moved to Regina, Saskatchewan and now am in Edmonton…

GSB: A woman of the prairie! 

NL: Yes indeed. I work for the Service Alberta division of the provincial government.

GSB: Provincial government worker; that sounds like a great alter-ego for a Green-Sports Super Fan! So how did you come to follow Leilani? Were you always an auto racing fan? Or were you an animal-rights devotee and plant-based diet activist first?

NL: When I was a kid, maybe eight years old, I visited my dad in Winnipeg — my folks were divorced — and he took me to a little raceway nearby. There was this bright yellow car, which I loved. Dad even took me down to the pit! It was so cool. But then I lost interest. I mean, I’d watch auto racing if there was nothing else on TV but I got into other sports like football, softball, baseball and curling.

 

Natalka at 8

An 8 year-old Natalka Lindstrom during her first visit to a racetrack (Photo credit: Natalka Lindstrom)

 

GSB: Curling? I love curling…Even tried it one time. I will curl again, you can bank on that! So if your interest in auto racing fell by the wayside, how did you end up booking a vacation to Daytona to watch Leilani race this weekend?

NL: It goes back to my love of, and concern for dolphins and whales at the hands of humans. I believe it was in 2009 or 2010 that I first heard of Leilani when I saw the DVD of “The Cove,” a powerful documentary film about the slaughter of dolphins off the coast of Japan. I started reading her blog posts, learning more about her activism, saw “Racing Extinction,” another documentary she was in about man-made mass extinction. I just became very impressed with her dedication and willingness to advocate on behalf of animal rights. I loved that she drove a Tesla; that she was using her platform race car driver for animal rights and electric cars was amazing to me.

GSB: So then what happened?

NL: For a few years, Leilani found it tough to get enough funding to race. But I continued to follow her on social media and online and told myself that, when she gets back on the track, I’m going to be there! And so last year, when Leilani was able to race at the ARCA Series season opener at Daytona, I went down.

GSB: Had you ever followed an athlete or celebrity on the road like that?

NL: Nope; this was a first.

GSB: How was that experience?

NL: It was great! I got to meet Leilani at the driver autograph sessions as well as her team, went to the vegan food tent Leilani was running, got some great photos — I’m an amateur photographer. It was all very exciting and great, aside from the fact that Leilani got run off the track and was unable to finish. But she is a fighter and I knew she’d be back in 2018. So I saved my money and when it became clear that she would be racing at the Lucas Oil 200, the ARCA series opener at Daytona this year, I booked my trip. And then last week I received an email from Leilani’s husband Craig — everybody calls him “Kiwi” — offering me a “Pit Pass.”

GSB: You hit the jackpot!

NL: I can’t wait…

 

WEDNESDAY FEBRUARY 14: BACK HOME IN EDMONTON

GSB: So, aside from it being a lot warmer in Daytona than in Edmonton, how was it??

NL: AMAZING!! On Friday, I met Leilani and used the pass to watch the qualifying runs that day for Saturday’s race from the pit. It was so cool. I was watching with Kiwi and her sister Nicolette.

GSB: How does qualifying work?

NL: So there are 40 cars in the race. Groups of four to six cars of the field of 40 race for a few laps — the track is 2.5 miles long — at speeds that sometimes top 180 miles per hour. The order of the start of Saturday’s race is decided by the racer’s time in the qualifying runs. Leilani won her group and she was in first place overall at that time. But there were several groups still to go. In the end, Leilani qualified with the fifth fastest time, a good position for her. And her Venturini Motorsports teammate Natalie Decker had the fastest time to earn the pole position. Two of the five fastest qualifying times by women drivers. How cool is THAT?!

GSB: Pretty cool, I’d say!

NL: We met Leilani back in the garage — she was very excited to get fifth. Kiwi welcomed me like I was part of the team, which was just great. And there were people from SpaceX there…

 

Natalka + Leilani + Vegan Strong

Leilani Münter and Natalka Lindstrom (Photo credit: Natalka Lindstrom)

 

GSB: …That’s right…SpaceX, Elon Musk’s space exploration company, launched a rocket from nearby Cape Canaveral just a few days before the race, and Leilani drives a Tesla, a company also run by Elon Musk. That SpaceX was there makes perfect sense. So tell me about Saturday, race day!

NL: The race started at 4:30 but I got to the track at around noon and went to the vegan food tent, funded by Leilani’s sponsor, Veganstrong.com. A little while after that, the chef brought out Impossible Burgers for the fans to sample…

GSB: …I know about Impossible Burgers…they’re the vegan burgers that not only taste like beef but also have the look and feel of beef! Are they any good?

 

Impossible Burgers

Impossible (vegan) Burgers get ready for sampling last weekend at the Veganstrong.com tent at Daytona International Speedway (Photo credit: Natalka Lindstrom)

 

NL: They’re delicious! I can’t wait until they come to Canada.

GSB: They are in New York City…I need to check them out. OK, take us inside the Daytona International Speedway for the run-up to the start.

NL: The build up is intense. At around 4 PM, the drivers get introduced and enter the track, from last qualifier to first, back to front. Leilani, who had meditated before the race, came out looking very confident, waving to the crowd. They loved her. For me, being in the pit was incredible — I was right next to the tire changing crew!

 

Leilani Before Race Start

Leilani Münter enters the track at Daytona International Speedway before the start of Saturday’s Lucas Oil 200 (Photo credit: Natalka Lindstrom)

 

GSB: Then the race starts…

NL: …And Leilani is right in there with the leaders for much of the race. I really think she could’ve won. But she had a couple of challenges with her tires that put her near the back of the pack. That she was able to climb back from 30-something place to eighth is something. Leilani will I’m sure judge herself critically but I think it was one of her best races. We all went back to the garage — Leilani was burning up at first as it was incredibly hot in that car — and there were hugs all around. Her Venturini Motorsports teammate Michael Self ended up winning the race and pole sitter Natalie Decker finished fifth, so the team was very happy.

GSB: Sounds like a strong race for Leilani, terrific publicity for Vegan Strong…

NL: …Oh yeah, for sure! On Sunday I went back to the track as there was another race…

GSB: …That’s right, Leilani and her team have been at the Vegan Strong tent most of this week leading up to Sunday’s Daytona 500, NASCAR’s Super Bowl…

NL: Yes. So I hung out at the Vegan Strong tent where they were again serving Impossible Burgers.

GSB: How did the fans react?

NL: At first, most said things like “this can’t be plant-based. It’s too good!” It took awhile to convince them. One guy insisted, “I’m not gonna try it!” His friend brought him back later, he tried the Impossible Burger and loved it! And, this was really cool…there were some workers at the track who are vegans. They heard what was going on and came over to try the burgers. They could not believe how good and burger-like they were.

 

Leilani at Tent

Leilani Münter takes a photo of skeptical racing fans trying Impossible Burgers (Photo credit: Natalka Lindstrom)

 

GSB: It sure sounds like Impossible Burgers are aptly named! Did you meet or hear any detractors, climate change deniers…that sort of thing?

NL: I have to say that I did not hear or see anything like that during my time at the tent. But it is possible that people say the “right thing” but really think another. Still, as far as I could tell, nothing negative was being said.

GSB: Well, in a small way, this is progress. Which is what Leilani is aiming for. Progress.

NL: Exactly. And that’s the thing about Leilani: She won’t take no for an answer yet she’ll also listen. You will not find anyone more passionate about animal rights, plant-based diet and climate change. And that’s why I’m a fan.

GSB: Correction…that’s why you’re a Leilani Münter, Green-Sports Super Fan. Now we need to find more of you!

 


 

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The GSB Interview: Leilani Münter, Looking to Turn on the Speed and Turn Auto Racing Fans on to a Vegan Diet at Daytona

Tenacious.

Leilani Münter needs to add that descriptor to her already adjective-laden tag line. Because while “Eco, Vegan, Hippie Chick with a Race Car,” is very clever and certainly stands out, it doesn’t quite do her justice.

Why tenacious?

Because she continues to hustle to find mission-driven sponsors to fund her races at Daytona and elsewhere. And because she continues to bring her vegan, plant-based diet mantra — along with food samples — to stock car racing fans, when conventional wisdom would say her efforts are being directed at the wrong audience.

OK; “Tenacious, Eco, Vegan Hippie Chick with a Race Car” is maybe a tad wordy, but you get the idea — tenacity is central to what makes Ms. Münter tick.

GreenSportsBlog caught up with Ms. Munter for a quick preview of her 2018 racing and activism schedule before she took off for Daytona in her Tesla from her Charlotte, North Carolina-area home. 

 

GreenSportsBlog: Leilani, it’s great to reconnect. What’s new for you and your team for 2018?

Leilani Münter: We’re building on our 2017 “Vegan Powered” program. We have a new branding — Vegan Strong — with the website launching before our race at the ARCA racing series opener at Daytona on February 10. And we will have a vegan food tent with tasty samples that will be open for fans each racing day at Daytona Speedweeks, which includes the 10th, 11th and then from the 15th to the 18th, which is the day of the Daytona 500. Building on our positive experience doing this last year, our emphasis this year is going to be on the health benefits of a vegan diet.

 

 

Leilani Munter Scott LePage

Leilani Münter (Photo credit: Scott LePage)

 

GSB: How do you think racing fans at Daytona will respond?

LM: I think those who come to our tent will learn about why being vegan is good for your body — it’s the most efficient way to get nutrients — that’s one of the reasons we call our program Vegan Strong. They will also learn that vegan food tastes great! Not just good but GREAT! Last year we served vegan wings at Daytona and also at Talladega Super Speedway in Alabama that, compared to chicken, have half the fat calories, provide 100 percent of the protein and have zero cholesterol. This year we have something new up our sleeve.

 

Fun, must-watch video from Leilani Münter’s 2017 vegan food giveaway at Alabama’s Talladega Super Speedway (3 min 17 sec)

 

GSB: We look forward to hearing about it. Now I know that your on-track career, your ability to actually race, has been limited by the challenges of trying to find sponsors who are on board with your vegan, climate change mission and who are interested in reaching auto racing fans. I also know that if you are racing in 2018, you have some sponsors, including a new one. Fill us in…

LM: Getting corporations to sponsor us has been a challenge but we’ve found success with some great, mission-aligned nonprofits. In 2017, we were sponsored by A Well-Fed World and they are back again this season. We’ve also added a new nonprofit sponsor, TryVeg.com. These sponsors are essential to allowing us to race and to having our tent at Daytona Speedweeks as the costs are significant.

GSB: Congratulations on gaining the sponsorships. Why do you think they came aboard, aside from their belief in you and your mission?

LM: One big reason is that we had a successful 2017 in terms of media coverage of our efforts at Daytona and also at Talladega. Fox Sports covered us during the race and also ran features on us. That, along with other online and social media coverage, generated media exposure to the tune of 161 million impressions

GSB: Incredible!

LM: Thanks. That’s really what helped us secure the funding for Daytona 2018. And we will be making an announcement at Daytona about the rest of our season schedule, so stay tuned for that.

GSB: We will for sure. Now, as you mentioned at the top, you’ll be racing in the ARCA Series event on February 10 at Daytona. Just what is the ARCA Series and how does it relate to NASCAR?

LM: Sure. ARCA stands for the Automobile Racing Club of America. It is a feeder division into the top three national series of NASCAR.

GSB: So is it fair to say ARCA is to NASCAR as Triple A minor league baseball is to Major League Baseball?

LM: That’s about right.

GSB: What will you be driving at the ARCA Daytona race?

LM: I’ll driving a number 20 Venturini Motorsports car with the new composite body,

GSB: What kind of result are you hoping for?

 

Leilani Munter car Jim Jones

Leilani Münter, driving her Vegan Strong Venturini car during a practice run at Daytona (Photo credit: Jim Jones)

 

LM: There is absolutely no reason I can’t win it this year. Last year I was running in fourth place in the final stages of the race and then with just 15 laps to go I got taken out by a competitor. As long as I have a clean race, I’m going for the win!

GSB: I wouldn’t bet against you, that’s for sure…Now, in the ARCA Series, you’re driving a standard, internal combustion engine car that consumes gasoline. I, of course, get that that’s the price for bringing your vegan, eco message to auto racing fans — an audience that is assumed to not be open to such a message. So this makes perfect sense. On the other hand, have you looked into also racing in the Formula E, electric vehicle (EV) series that is gaining lots of fan interest?

LM: Actually, I’m involved with a new EV series that’s just getting started; the Electric GT Series based in Barcelona. When it launches, we’ll all be driving Tesla Model S that has over 1,000 lbs of weight removed and many other adjustments to make it into a real race car. And it’s the first electric car to win Motor Trend’s Car of the Year award. I was the first American driver to sign up for the new series.

GSB: Why the Electric GT Series and not Formula E?

LM: The appeal of NASCAR is that it uses cars similar to the models driven by regular folks. Similarly, I love the fact that Electric GT will feature Tesla Model S, the car I’ve been driving since 2013 — and charging it with electricity generated by solar panels on the roof our house.

GSB:…And now Tesla’s started selling and shipping their Model 3 — priced at $35,000 range — by far their most affordable offering yet. Once they up their production run on the Model 3, many, many more people will be driving Teslas…

LM:…Which will make this series more relatable to racing fans. And I really believe in Tesla as a game changing, disruptive force in transportation — I love that Ferrari recently announced it wants to compete with Tesla

GSB: How cool is that?!?!

LM: Very cool. And competition is good but my loyalty is to Tesla because they took the risk, powered through the times when no one believed in electric cars. So the Electric GT Series and I are a perfect fit.

GSB: When will the series launch?

LM: It’s not clear just yet. Starting a new racing series is not an easy task, especially as it relates to signing sponsors.

GSB: You know that better than most…

LM: Exactly! I know they are hoping to launch the series in the second half of 2018, and there are a lot of moving parts but eventually I think it will be a fantastic racing series. Meanwhile I’ll race in the ARCA series and hopefully make the next step to NASCAR. Stock cars is where the eyeballs are and I want to do what I can to influence fans to make their next car purchase or lease an electric car. And, while I’m at it, I will work to show them that eating a plant-based diet and buying solar power are also great life decisions. The more fans I reach, the more I impact…Simple as that.

GSB: That’s so great. How has the fan reaction been?

LM: Oh, they love it! At the vegan tent, I tell them, with a plant based diet, aside from the health benefits, there’s no animal cruelty and it’s better for our environment, and the food tastes great. They’re like “How do they make chicken out of plants?” Then they taste it — the first bite is the key — and they’re hooked. It’s the same thing as with driving a Tesla — once you try it, you’re hooked.

GSB: Well, I can’t wait to taste the vegan wings. In the meantime, all the best at Daytona, Leilani! 

 


 

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GSB News & Notes: Eco-Vegan Race Car Driver Leilani Münter Back on Track; MLB Organic Tees from SustainU; USGBC Touts Effects of LEED Stadiums

Leilani Münter competed at Daytona in her first race in two years, spreading her Eco-Vegan message to auto racing fans. SustainU will be making t-shirts from 100 percent recycled content for all 30 MLB clubs again this season, this time with a fun twist. And the US Green Building Council (USGBC) gives a big shout out to LEED-certified sports venues for their important energy saving work. All this in a chock full GSB News & Notes column.

LEILANI MÜNTER RETURNS TO THE RACETRACK, DRIVES FAST, SPREADS ECO-VEGAN GOSPEL

Leilani Münter, GreenSportsBlog fave and the self-described “eco, vegan, hippie chick with a race car,” hadn’t raced in over two years, owing to a busy schedule of animal rights and environmental activism, documentary film making and a lack of sponsors. That all changed Saturday afternoon at Daytona International Speedway when she strapped into her Vegan Powered Toyota at ARCA Racing Series Presented by Menards season-opener.

Her five year sponsorship sales effort (that’s right, she sells the sponsorships, too) had borne fruit as a collection of nonprofits signed on to help her promote a plant-based diet to stock car racing fans. In a February 17 interview, Münter shared with espnW’s NASCAR writer Bob Pockrass how new lead sponsor A Well-Fed World joined the team after hearing her acceptance speech for winning the Vegan Athlete of the Year award. In addition to the car and crew, the funding also supports a tent that gave away vegan food samples on Saturday. More importantly, Münter will be educating race fans and passing out food samples from her vegan-themed tent located in the fan zone at Sunday’s Daytona 500, NASCAR’s Super Bowl.

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Leilani Munter (Photo credit: Arthur Mola/Invision/AP)

 

“When I’m going to vegan festivals or clean-energy events, it’s preaching to the choir,” Münter told Pockrass. “Giving out the food will probably be the greatest impact I will have. We’re serving the kinds of foods race fans are going to find at the track. I’m not going to show up with kale. I’m showing up with vegan chicken wings and meatballs — stuff they would expect to find at the race track. … We’re not going to open minds if we’re not putting food in their mouths. That is the moment where people change.”

But before Münter dishes out vegan food this weekend, she finally got back on the track on Saturday. 

Leilani, as she’s known to her fans, brought them to their feet as she moved into the top-5 during the late stages of the race after qualifying in 17th position out of a stacked 40-car starting field. Catching the lead pack at speeds approaching 200 mph, Münter drafted to catapult herself into fourth position, eyeing a career best finish. Her hopes came to an abrupt end when a trailing car made contact with her rear bumper sending her Toyota up the track and into the outside wall, spawning a multi-car crash. Münter’s crew patched up the damaged Toyota and got her back out on the track to finish the race in a more-than-respectable 19th position. 

When Münter gets back on the track is anybody’s guess as her non-profit sponsors are not nearly as deep pocketed as her competitors’ traditional Fortune 1000 backers. As she told espnW’s Pockrass, “[Non-profit sponsors] don’t have multimillion-dollar budgets where they can run a full season. That comes with the territory of me being an activist and wanting my car to carry these cool messages…You work really hard, you get the car on the track, you get one race and then you’re starting over again.”

To hear/see Münter tell her story, click here for her 5 minute interview as part of FOX Sports NASCAR Race Hub’s “Women in Wheels” series.

 

SUSTAINU ANNOUNCES MLB “T-SHIRT CLUB” FOR 2017; MADE FROM 100% RECYCLED CONTENT

“PLAY BALL!—With t-shirts made from 100 percent recycled content!”

Last summer, Chris Yura, CEO and Founder of Morgantown, WV-based SustainU®, told GreenSportsBlog that his company’s mission is to “chang[e] the way clothes are made to improve the environment [and] reinvigorate America’s manufacturing sector.”

One of the ways the young company is making good on that promise is through sports, manufacturing fan wear from 100 percent recycled content for collegiate sports programs (Notre Dame, Clemson and more), the 2013 America’s Cup in San Francisco, and, starting in 2016, for all 30 Major League Baseball (MLB®) clubs.

With Opening Day 2017 little more than a month away, SustainU announced an extension of its licensing partnership with MLB, with an innovative twist. 

The SustainU T-shirt Club allows fans of all 30 clubs to “Wear the Season” with shipments of officially licensed apparel arriving at their doorsteps throughout the year. There are various levels of membership available through the T-shirt Club that determine the timing and quantity of shipments during the 2017 baseball season, ranging from The Lead Off (one shipment of two exclusive tees) to The Homer (four shipments of five exclusive tees, one long sleeve and one fleece item).

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The SustainU® T-Shirt Club, 2016 World Champion Chicago Cubs version. (Photo credit: SustainU®)

 

All SustainU shirts are printed with eco-friendly inks and are Made in the USA, increasing employment opportunities in places like Appalachia that have seen massive globalization-related job losses over several decades.

GreenSportsBlog loves this program—and would love it even more if SustainU could figure out a way to make fewer shipments during the season, thus reducing its carbon footprint. Ideas?

 

USGBC SAYS LEED CERTIFIED SPORTS VENUES MAKING A MAJOR DIFFERENCE, ENERGY- AND COST-WISE

The Orlando Magic’s Amway Center, the first NBA arena to earn LEED (Leadership in Energy and Environmental Design) Gold certification for new construction, saved almost $1 million a year, including about $700,000 in annual energy costs alone.

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Signage at the Amway Center, home of the Orlando Magic, heralding its LEED Gold status. (Photo credit: Amway Center)

 

In Peoria, AZ, the LEED Gold Peoria Sports Complex, which serves as the spring training facility for the Seattle Mariners and San Diego Padres, saves 322,700 gallons of water and more than 1 million kilowatt hours in electricity annually. In the construction phase, the city convinced its baseball team partners to retain portions of the building frame and outer envelope, saving an estimated $1.5 million on each clubhouse and diverting 1,323 tons of construction waste from landfills. The Mariners’ Clubhouse parking lot was also converted into an impressive array of solar modules that, combined with a 320 kilowatt solar instillation, can offset up to 30% of the clubhouse’s annual reliance on fossil fuels.

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Peoria (AZ) Sports Complex, the LEED Gold spring training home of the San Diego Padres and Seattle Mariners. (Photo credit: AZ Central)

 

These significant accomplishments are but two examples highlighted in a recent US Green Building Council report, LEED in Motion: Venues, which details how LEED certification benefits more than 30 venues’ triple bottom line (People, Planet, Profit).

Venues that incorporate LEED into their buildings increase cost-savings, decrease annual operating costs and see a higher return on investment overall, the report says. This builds on an earlier study, the 2015 Green Building Economic Impact Study, which estimated from 2015-2018 LEED-certified buildings in the US will have saved more than $2.1 billion in combined energy, water, maintenance and waste savings.

Sports stadiums and arenas represent some of the most iconic buildings in any community. Their size and scope—the top 200 stadiums in the US alone draw roughly 181 annual million visitors—allow them to engage, inspire and educate millions of people. They also are big energy users and waste producers—according to Waste Management, the NFL, MLB, NBA and NHL generate a combined 35,000 metric tons of CO2 each year from their fans’ waste. Their high profile combined with their significant room for improvement on energy usage make sports venues an ideal megaphone for Green Building/LEED. 

 

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