NY Times Runs 2nd Its Green-Sports Story in as Many Weeks: “Hockey In The Desert”

The New York Times is starting to become a Green-Sports media All-Star! For the second time in two weeks, the “Gray Lady” ran a story about the intersection of Green & Sports. “Hockey In the Desert” by John Schwartz, appeared in The Times’ Climate: FWD online newsletter. 

 

Two weeks ago, Ken Belson, The New York Times’ lead NFL reporter, jumped into the #CoverGreenSports waters with Sports Stadiums Help Lead the Way Toward Greener Architecture.” His piece, which told the story of how and why Atlanta’s Mercedes-Benz Stadium, became the first pro sports stadium to earn LEED Platinum status, was terrific to my mind. But I thought this would be a typical mainstream media, Green-Sports one-off.

Happily, The Times proved me wrong, as, less than a week later, they ran “Hockey In the Desert,” by John Schwartz, as part of its Climate: FWD online newsletter. 

 

John Schwartz Daily Texan

John Schwartz, science writer at The New York Times (Photo credit: The Daily Texan)

 

Schwartz’ story actually centers on the non-green aspects of playing ice hockey at T-Mobile Arena in Las Vegas in June — the hometown Knights, in their inaugural season, somehow made it to The Stanley Cup Finals against the Washington Capitals so they are still hosting home games in desert as summer beckons. With that in mind, Schwartz asked the obvious question: “Doesn’t that mean that hockey is contributing to climate change — and maybe its own demise — by building ice palaces in the desert?”

After citing the obvious mega-challenge —”The outside temperature was in the 90s Fahrenheit (30s Celsius) before Game 1″ — Schwartz dove into the environmental issues surrounding the hosting of an NHL hockey game in a desert climate beyond simply the making of a quality ice sheet: “Cooling the vast volume of inside air and taking out the humidity so that players and spectators are comfortable requires an enormous amount of energy.”

 

T-Mobile Arena

T-Mobile Arena, home of the Las Vegas Knights (Photo credit: Trip Advisor)

 

Of course, the environmental challenges surrounding the playing of sports indoors in hot climes goes far beyond hockey. The writer quoted recent GreenSportsBlog interviewee Robert McLeman, an associate professor in the department of geography and environmental studies at Wilfrid Laurier University in Waterloo, Ontario, as saying that all arenas “come at a high environmental cost,” and that the discussion about hockey provides “an entry point into a conversation about what we want with these recreational facilities, and how to make cities more green.”

 


 

GSB’S TAKES

  • The fact that the The New York Times is starting to find that Green-Sports is among the news that is “Fit to Print” (and/or post online, as the case may be) is more important than the actual content of Schwartz’ story.
  • Let’s not rest on our laurels. Two stories on Green-Sports in The Times in two weeks is cause for celebration. But it’s not a trend, not even close. That means we need to keep pushing the #CoverGreenSports hashtag.
  • Schwartz’ piece was strong. It illuminated several important issues surrounding the putting on indoor sports events in hot climates. I learned some things.
  • He should’ve included a bit more about the steps the NHL and NHL Green are taking to lessen the environmental impact of their sport — one line and a link didn’t do justice to the NHL’s Green-Sports leadership.
  • That the story appeared in Climate: FWD and not the sports section reinforces one of the impediments Belson says stands in the way of more frequent Green-Sports coverage: The topic doesn’t belong to any one section or editor; no one has ownership of it. Belson has a valid point — I, for one, think Green-Sports should reside in the sports section to provide oxygen to this subject to a wider audience than the already “converted,” In Science Times and Climate: FWD. Hopefully the editors at The Times will figure this out.

For now, I’m happy that two Green-Sports stories appeared under The New York Times masthead in two weeks.

 


 

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The GSB Interview: Andrew Ference Goes from the Ice to the NHL Front Office; Sustainability and League’s Long Term Health His Remit

Pro athletes are unique among human beings in that they face retirement while they’re in their 20s, 30s or, at the latest, their 40s. After the shouting stops, what do they do? Many become coaches. Some go into team management. Others go into business. 

But only one that I know of becomes a Director of Social Impact, Growth and Fan Development.

That would be Andrew Ference.

During his 16 seasons as an NHL defenseman, Ference won a Stanley Cup with the Boston Bruins in 2011 and served as captain of the Edmonton Oilers. He also became known for his involvement with environmental and climate change-fighting causes — something that was unique at the time. 

Retiring after the 2015-16 season, Ference earned a certificate in Corporate Social Responsibility (CSR) at Harvard and became an investor in sustainability-related startups before joining the NHL league office last month. GreenSportsBlog caught up with Ference to find out what his new role — and his cool and super-long job title — entails.

 

GreenSportsBlog: Andrew, it’s great to catch up. Director of Social Impact, Growth and Fan Development…When did you start and what does that job title actually mean?

Andrew Ference: I hit the ground running on NHL Green Month when I started on March 1, working with the Corporate Social Responsibility (CSR) team — Omar Mitchell, Alicia Chin and Paul LaCaruba. It was a smooth transition as I knew and had worked with them during my playing days. That gave me more experience and familiarity with the league office than the average player. The job came up as an extension of my environmental work as a player, as well as my experience on the league’s Joint Marketing Committee and as a representative to the Players’ Association (NHLPA). My role is varied and exciting in that we’re the people who get to look at the long term future of the game of hockey.

 

Andrew Ference

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

 

GSB: What does “looking at the future of the game of hockey” mean, exactly?

AF: A lot of things. In most jobs, in sports, business, whatever…you’re forced to manage with a short term perspective — the next two weeks, the next quarter. The NHL Corporate Social Responsibility team thinks and acts differently, putting more responsibility in the CSR department. I’ve been tasked with, among other things, looking at what hockey will look like 20, 30, 40 years out. What will the U.S. and Canada look like demographically? Especially with low birth rates meaning that immigration will need to continue to drive population growth. How can we get those new, mid 21st century Americans, especially those in places without a strong ice rink infrastructure, to care about hockey? We’re looking at things like street hockey, ball hockey, and floorball. We’re looking at inner cities in places we haven’t been before. We need to expand hockey as a thing to do.

GSB: What an interesting job! And what is floorball?

AF: It’s a hockey-like game that’s popular in places like Finland and Sweden. It’s embraced more by schools as it’s less dangerous. And we want to work to make it, like the other games I mentioned, a gateway to playing and caring about hockey.

 

Floorball

Floorball is one of several sports Andrew Ference is examining as potential gateways to ice hockey (Photo credit: Floorball.org)

 

GSB: Getting millennials and Gen-Z-ers to care at levels anywhere close to their elders is the holy grail for all sports. So looking at those generations and beyond is not only smart, it is essential, it seems to me. I can’t wait to hear more once you’ve had more time to dig into this part of your job. Let’s pivot from the long-term future to the present. What are you working on, sustainability-wise?

AF: Well, to be clear I had nothing to do with writing of the new sustainability report. That was all Omar and Alicia.

GSB: I know…it was a Herculean effort on their part!

AF: Yes, and Sustainability Report 2.0 did a great job I think, especially on the qualitative side. Going forward, a lot of what we will be working on on the environmental side will be on the quantitative, measurement side to answer the question: What is a sustainable rink? We will be data driven, both with NHL rinks and community rinks. We will take deep dives into water and energy usage, to see where we are and how to improve.

 

Report at a Glance

Screen shot of the 2018 NHL Sustainability Report

 

GSB: Are these data points, water, energy usage and the rest, easy to obtain?

AF: It’s not as easy as you might think, Lew. Twelve NHL arenas are shared with at least one NBA team or a Power 5 men’s college basketball team. What energy and water usage is a hockey team responsible for in those cases? You would think community rinks would be simpler — and many are. But many community rinks in Canada and some in the U.S. are part of a larger fitness center that includes a swimming pool, a gym, and more. In those cases, the same question applies as with the shared NHL-NBA arenas: What is the ice rink’s energy and water responsibility? So we will drill down deep and use the best quantitative tools we have to get the accurate answers we need.

GSB: I look forward to seeing those answers in Sustainability Report 3.0, if not before. One thing that drew my eye in the current Sustainability Report, version 2.0, was the way climate change was called out. How will climate be dealt with by the league in 2019 and beyond?

AF: I don’t see us thumping our chest about climate change. But we will look for and find more ways for our fans to compost at games, have greater access to mass transit and bike valets.

GSB: The NHL certainly has done a solid job at engaging fans who attend games on the environment about energy efficiency, water restoration and more. My question is more geared to fans who consume NHL hockey on TV, via mobile and who rarely or never go to a game. I know Green Week, or this year, Green Month, gets mentioned here and there but that is rare, it seems to me. How will you communicate NHL Green and the climate change fight — while not thumping your chests — to that large cohort of fans?

AF: Storytelling will play a key role in communicating NHL Green, including those related to climate, to our fans who don’t go to games. The good thing is that we have great stories to tell, from what the teams have done and are doing on the environment, to our players’ efforts. And these stories will be driven locally more than on a league-wide basis. Which makes sense to me — you’ve got to care about where you live, after all. That’s what the core of environmentalism is, right?

GSB: Indeed. You mentioned the players. As someone who was in the league not long ago, I imagine a part of your remit is dealing with the current crop.

AF: Yes, part of my job is as a liaison to current players from a community relations point of view. We are letting them know that they don’t have to fit a mold…

GSB: What do you mean by that?

AF: Well, for some players, visiting kids at a children’s hospital is the right thing. Others will feel more comfortable doing other things. We aim to empower our players to engage the way they like by finding out what they’re interested in, what motivates them and then to provide them with the opportunities to engage…

GSB: …Including engaging with environmental issues…

AF: Of course! I want to help the guys find what their things are, in terms of community relations. For me, it was the green thing. The idea is to go beyond what the team and league expect. And the great thing is that hockey guys are, for the most part, very humble, very relatable.

GSB: So with that being the case, and harkening back to your long term mission of growing the game 20 to 40 years out, what can you and the league do to help young people choose to play hockey and also to become fans? In Canada, the NHL is still the biggest thing so maybe it’s easier there. But in the U.S., you’ve got basketball, football. Soccer is growing. Baseball is still a factor, of course. And then there are individual sports as well. Lots of competition.

AF: Great question. I’m a believer that people choose one pursuit over another based on emotion. What feels good. Something you can do with your friends. Maybe a terrific coach inspires you. We’re working with Hockey Canada and USA Hockey to emphasize fun, friendships, and teamwork with young players. That’s the way you create memories, that’s the way you create hockey players and lifelong fans.

GSB: I for one hope you succeed because once you get them in, then the younger generations will be exposed to the generosity of the players, the league’s community relations initiatives which, of course, include its myriad of green programs.

 


 

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RinkWatch: Citizens Track Climate Change By Measuring Ice in Backyard Rinks

Ice plays a crucial role in the measurement of climate change. From the decline of Arctic sea ice to using ancient ice cores to help determine CO₂ content in the atmosphere from many millennia ago, a good chunk of the climate change story is told through frozen water.

Did you know that the climate change “ice-story” is being tracked, in part, by regular folks with ice rinks in their backyards? They are doing double duty as hockey parents and as climate researchers in Canada and the northern U.S. via an innovative program, supported by the NHL, called RinkWatch.

GreenSportsBlog spoke with Dr. Robert McLeman, an Associate Professor of Geography and Environmental Studies at Wilfrid Laurier University in Ontario, and one of the founders of RinkWatch, about how citizens, spurred on by their love of hockey, are helping to add to the body of scientific knowledge about climate change.

 

“I’m a middle aged parent and an environmental scientist focused on the impact of climate change on humans, communities, and other species.”

Dr. Robert McLeman’s self-description shows why he is exceptionally well-suited to have co-founded and help lead RinkWatch, a program that encourages people with backyard ice rinks in Canada and the northern U.S. to become citizen climate scientists by recording data about their ice.

It also doesn’t hurt that Dr. McLeman is a Canadian — and an Ontarian — through and through. “Growing up in Cambridge, Ontario and a fan of the two teams in the province — the Toronto Maple Leafs and Ottawa Senators — spent many a winter day playing shinny (i.e. outdoor) hockey on frozen ponds.” He did his undergraduate work at the University of Western Ontario, got his PhD in Ontario at the University of Guelph, and works today as an Associate Professor of Geography and Environmental Studies at Wilfrid Laurier University in, you guessed it, Ontario.

 

mcleman winter1

Dr. Robert McLeman, one of the co-founders of RinkWatch and Associate Professor of Geography and Environmental Studies at Wilfrid Laurier University in Ontario (Photo credit: Robert McLeman)

 

Awareness of the conditions surrounding climate refugees, has been and continues to be a major focus of Dr. McLeman’s research: “I am very interested in making the issue of climate refugees, and climate change broadly speaking, more accessible for the general public.

 

CANADIANS LOVE TO TALK ABOUT TWO THINGS: HOCKEY AND THE WEATHER

But accessibility wasn’t the only thing Dr. McLeman and Wilfrid Laurier University colleague Dr. Colin Robertson had in mind in 2013 when they began to talk about collaborating. “We really wanted to answer the question, ‘How do we make individuals and families more interested in the environment, interested in climate change, to the point where they take positive action?’,” recalled Dr. McLeman. “We kept coming back to two things Canadians love to talk about: hockey and the weather.”

 

Colin Robertson Geographers w-out borders

Dr. Colin Robertson, co-founder of RinkWatch (Photo credit: Geographers Without Borders)

 

That realization led McLeman and Robertson to the high tech world of makeshift, backyard hockey rinks. “It started with a simple thought,” shared Dr. McLeman. “Maybe we could create a project in which we would ask regular folks who happen to have backyard ice rinks to track weather-related conditions.”

The January 2013 launch of what would become RinkWatch was a no-budget operation.

“We had zero funding to start,” recalled Dr. McLeman. “So we built a simple website than can compile data like location of the rink, quality of ice, first date ice is playable, etc. We also had a form that showed people how to build a rink. The university put out a press release and the Montreal Gazettethe main English language paper there, picked it up. That really was the catalyst as the story made its way through radio and print media throughout Canada, and really took on a life of its own!”

By the end of their first month, a couple hundred RinkWatchers had signed up. Five years on, 1,500 rinks have participated in RinkWatch. The lions’ share are in Canada, with 20 percent coming from the U.S., along with a handful in China, Estonia and elsewhere.

[Editor’s Note: This is a great example of how, when the media decides to #CoverGreenSports, things can change in a positive fashion.]

 

THE NHL BUYS IN TO RINKWATCH

RinkWatch soon caught the eye of the NHL, the most proactive professional sports league sustainability-wise in North America, if not the world.

“The NHL started checking in with us, through Omar Mitchell and NHL Green,” said Dr. McLeman. “He had seen articles about RinkWatch in places like National GeographicThe league saw that what we were doing reflected the sustainability vision and commitment of Commissioner Gary Bettman, which is to say that hockey improves lives and communities and we want to do what we can to ensure it is around for the next 100 years.”

Next thing Drs. McLeman and Robertson knew, the NHL started tweeting about RinkWatch, asked them to contribute to the NHL Green website and invited them to speak, as part of the league’s centennial celebration, at a December 2016 event on the long term future of the sport at the Hockey Hall of Fame in Toronto. “We became a bit of hit,” offered Dr. McLeman, a bit sheepishly.

 

McLeman Hockey HOF

Dr. McLeman, speaking at the Hockey Hall of Fame in Toronto (Photo credit: Getty Images)

 

A formal relationship with the NHL began in 2017, with the league providing funding to help improve the look and functionality of the web site, allow for a broader range data to be included in the future, and to help in the building and dissemination of learning modules for teachers to use with their students. According to Dr. McLeman, the NHL and the academics share two overlapping goals: “1. Get more kids to get more parents to build outdoor rinks, and 2. Get those kids interested in studying environmental science.”

 

RINKWATCH LEADS TO PEER REVIEWED ACADEMIC STUDIES

Drs. McLeman and Robertson are also using RinkWatch data to advance the body of peer reviewed, climate change research.

“We have been able to publish our results in two scholarly journals,” reported Dr. McLeman. “In The Canadian Geographer, we reported results of a study in which we took RinkWatch observations from a number of Canadian cities, identified the key temperatures need to have a skate-able ice surface (the low 20s Fahrenheit) and put these into a climate model to forecast future skating conditions out to the end of the century.” The study showed that if carbon emissions continue on their current course, the outdoor skating season will be significantly shorter. Calgary’s season will be curtailed by about 20 percent. Outdoor skating in Toronto and Montreal is expected to be 30 to 40 percent shorter.

 

Lake Louise hockey

According to a study by McLeman and Robertson, published in The Canadian Geographer, the future of outdoor ice hockey on Lake Louise in Alberta and elsewhere in Canada is at risk due to the effects of climate change (Photo credit: Edmonton Journal)

 

In another study, this one for the journal Leisure/Loisir, the duo reported on findings from a survey they conducted of RinkWatch participants to find out what motivates people to build rinks. According to Dr. McLeman, “an overarching response is that people see backyard rinks as community assets, shared with neighbors and friends, with the goal of getting kids outside, exercising and having fun in the middle of winter.”

That their work has been peer reviewed is a very big deal. “The importance of crossing the peer reviewed threshold cannot be overstated,” concurs Dr. McLeman. “Other environmental scientists like the idea that we’re legitimately, with accepted rigor, connecting sports to climate and ordinary citizens with science. They realize that the urgency and importance of climate change is very difficult to communicate and they see that our work makes it more relatable.”

As for what’s next, the Wilfrid Laurier University colleagues will look to reconstruct the temperature and ice conditions in Canada going back to 1950 so they will have a 150-year (1950-2100) data record. There is a practical aspect to this,” said Dr. McLeman: “Our data can help municipalities determine whether to invest in outdoor rinks or put their resources into indoor facilities.”

While that 150-year horizon is actually a nano-second in a field like climate science, Dr. McLeman finds it easy to see the real-time importance of his and Dr. Robertson’s work with RinkWatch.

“My daughter Anna is now 13. When she was 8, we built an outdoor rink with our community association on top of a tennis court — man, it was hard to spray water with a hose in my hand — it was COLD! In those five years, we’ve had one and a half good winters for skating, the rest were awful. I know this is one awfully small sample size, but it is this type of experience that, we hope, will lead to more and more collective positive environmental action.”

 

McLeman ANNA on Backyard Rink

Young RinkWatcher Anna McLeman takes to the ice in the outdoor rink she, her dad Robert and their community built (Photo credit: Robert McLeman)

 


 

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NHL Issues Its 2nd Sustainability Report: Environmental Performance Improvements vs. 2014; NHL Green Goals — “Innovate, Transform, Inspire”

Four years ago, the NHL became the first pro sports league to issue a sustainability report, one of many examples of its environmental leadership. Why has the NHL made such a strong commitment? The report said it best: “Perhaps more than any other sport, hockey is impacted by environmental issues, particularly climate change and freshwater scarcity. The ability to skate and play hockey outdoors is a critical component of the [NHL’s] history and culture.” At that time, the league reported on its water and energy usage, carbon emissions and its conservation efforts.

On Wednesday, with the publication of its substantive, engaging and accessible 2018 sustainability report, the NHL provided a detailed look at how it performed on a variety of environmental metrics since 2014 and sets out how it plans to improve going forward. The goal is to ensure that all levels of hockey – from frozen ponds to community rinks to the NHL – thrive for future generations. To make good on that objective, the league promises to innovate, transform and inspire.

 

“What is the greenest sports league?”

I get that question a lot from folks outside of the Green-Sports ecosystem.

My response has always been the same and without hesitation: “The NHL.”

Why? The league:

  • Launched NHL Green in 2010, a comprehensive environmental sustainability program addressing the effects of climate change and freshwater scarcity on the sport.
  • Became the first in North America to have carbon neutral seasons by offsetting all of its direct carbon emissions starting in 2014
  • Started the Greener Rinks Initiative, providing managers of many indoor ice rinks in North America with the tools to operate in more environmentally friendly ways
  • Issued, in 2014, its first sustainability report, the first ever produced by a North American professional sports league.

I could list many more but you get the gist.

The NHL, which celebrated its centennial in 2017, takes a very long view when it comes to environmental sustainability. According to Omar Mitchell, the league’s vice president of corporate social responsibility, “We are working to make sure we ensure that we have hockey for the next 100 years. That’s why ‘Green’ is integral to our DNA.”

 

omar

Omar Mitchell, NHL’s Vice President of Corporate Responsibility (Photo credit: Claire Greenway/Getty Images Europe)

 

That big picture approach to sustainability becomes crystal clear as one navigates through the NHL’s second installation of its sustainability report.

The 2018 version is imbued with the ethos expressed in a pledge the NHL made last September’s in its Declaration of Principles, stating that: Hockey should be an enjoyable family experience; all stakeholders – organizations, players, parents, siblings, coaches, referees, volunteers and rink operations – play a role in this effort. To Mitchell, this is much more than a statement: “It is our way of stating our values. We believe hockey improves lives and communities.”

 

NHL Sustainability Scorecard: Improvements in waste diversion, energy usage and more

The report provides the reader with a detailed scorecard illustrating the league’s — and its 30 teams’ — performance over the last few years on a variety of environmental metrics, including water restoration, landfill reduction, efficient electricity use, and more. Highlights include:

  • Waste diversion rate of 32 percent thanks to composting, improved concessions forecasting, and enhanced waste tracking, with half of NHL arenas currently composting their own waste. The NHL has set a goal to increase waste diversion to 50 percent within five years.
  • A one percent reduction of energy consumption from Fiscal Year (FY)14 to FY16 by using more efficient lighting, enhanced building management systems, waste heat recapture technologies, and onsite renewable energy generation.
  • An approximate seven percent decrease in water consumption from FY15 to FY16, through fixture upgrades in arenas, minimizing consumption in water towers, and installation of smart sensors on water irrigation systems.
  • Throughout the NHL Centennial year, fans donated 4,245 pounds of equipment (more than 2,000 items), including helmets, skates, and pads. This equipment avoids landfills and gets repurposed back into the community.
  • A two percent year-over-year reduction in CO2 emissions from FY14 to FY16 – from 189,503 to 182,355 metric tons – through innovations and efficiencies.
  • 963,200 megawatt hours of energy counterbalanced since 2014 through the investment of renewable energy credits, generated from U.S. wind and Canadian biomass.

 

Bringing sustainability to community rinks and pond hockey lovers

The NHL’s Greener Rinks Initiative, a program launched in 2016, is prominently featured. With approximately 4,800 indoor ice rinks across North America, the initiative measures and evaluates their environmental impact. Modern-day NHL arenas use more environmentally-friendly energy sources, including solar power, fuel cell technology, waste water recapture and reuse, and geothermal technologies. NHL Greener Rinks aims to help rink operators make similar, sustainable business decisions in their aging community rinks (average age: 30 years) while also reducing energy and operating costs.

The sustainability report also shines a welcome spotlight on RinkWatch, a research initiative launched in 2013 by two professors from Wilfrid Laurier University in Waterloo, Ontario. The program brings together citizens from across North America who share a love for outdoor hockey. Participants track and monitor backyard rinks, ponds, and winter weather conditions to assist with the study of long-term impacts of climate change. To date, more than 1,400 outdoor rinks and ponds have been tracked and monitored. Fans are encouraged to participate; those interested can visit RinkWatch.org to join the movement.

 

Creating a Sustainability Report that is accessible for fans, substantive for sustainability “deep divers”

Have you read a corporate sustainability report? I have. And let me tell you, some of them make corporate annual reports seem like light reading. And I’m a sustainability metrics nerd!

Thus, I was a bit nervous before clicking on the new NHL sustainability report. The one major criticism I had of its 2014 predecessor was that it was hard to follow as it was laid out in the “continuous scroll” format  in vogue at the time. I felt like I had to scroll forever to get to a desired topic area.

So I was immediately heartened upon seeing that the 2018 sustainability report had done away with continuous scroll and replaced it with what I call an accessible site map structure in its “Report at-a-Glance” page.

 

Report at a Glance

Screen shot of the 2018 NHL Sustainability Report’s “Report At-A-Glance” navigation page

 

Eureka! I wanted to see where climate change fit into the league’s efforts and plans. There it was, “Frozen Ponds & Climate Change,” third from the top in the Home section. Interested in how the NHL is doing in its carbon emissions reduction efforts? Check out the “Innovating the League” section, second item from the top. And so on.

“Moving away from ‘continuous scrolling’ was intentional on our part,” shared Mitchell. “Taking feedback about the readability of our 2014 report to heart, we spent a lot of time with Scrum50, our marketing agency, to develop a ‘Choose Your Adventure’ approach. This resulted in a report that is at once broad enough to engage casual fans in understanding what the NHL is doing on the environment and detailed enough for sustainability practitioners and the like to take deep, analytic dives.”

 

NHL’s First Green Month

The 2018 sustainability report comes out at the same time as the NHL is launching its first Green Month. “The last two years we had ‘Green Week’ but found out that was not enough time to do it right,” offered Mitchell. “Our clubs now have the time to activate meaningful fan engagement programs.”

 

A 30 second NHL Green Month video from the Anaheim Ducks about the environmental performance at their Honda Center arena

 

League needs to measure fan awareness of NHL Green

It says here that the one major area the NHL can improve upon in its sustainability reporting is to get a baseline measure of fan awareness of, and interest in, NHL Green and then track it over time. To my mind, this should be done ASAP — don’t wait three or four years until the next sustainability report is issued. Keeping score as to how NHL fans react to NHL Green will help the league tweak and improve upon its environmental efforts on the fly.

And when I say fans, I mean all NHL fans: those who attend games, and the far bigger number who don’t set foot in an NHL arena but who follow the sport on TV, online, via mobile devices, etc.

 

Innovate, Transform and Inspire

What will a 2022 NHL Sustainability Report look like?

It’s (way) too early to get into that conversation but, says Mitchell, the league’s direction for NHL Green is clear.

“Our sustainability missions now and going forward are to innovate, transform and inspire. Innovate means we will continue, at club and arena levels, to improve on water and electricity use, waste reductions, and more. For example, we have a goal to have installed energy efficient LED lighting at all NHL arenas within five years. Transform…an initiative like Greener Rinks is transformative. It takes what we’ve learned to help community rinks operate more effectively from a variety of environmental and efficiency perspectives. It also helps them connect on the environment with their customers. Inspire means doing more to educate and engage our fans and players to take positive environmental action. One player from each club will be designated as a Green Ambassador. ”

 

Rogers Place

Rogers Place, home of the Edmonton Oilers, features LED lighting (Photo credit: NHL)

 

The NHL also sees environmental sustainability as economic and social imperatives. Final words go to Omar Mitchell:

“Our focus on community rinks is crucial because it’s how kids come to the sport. We think Green Rinks can potentially help those rinks lower the high cost of ice time — it typically ranges between $200-$700 per hour — by reducing energy costs. Reductions in natural ice — as documented by RinkWatch — can limit kids to playing in rinks and many can’t afford it. So, you see, environmental sustainability is existential for the NHL and hockey more broadly.”

 

 

 


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GreenSportsBlogger to Moderate Panel April 3 at NYU Stern School of Business

Will you be in New York City next Tuesday evening? Interested in Green-Sports? Then come on down to NYU’s Stern School of Business at 6:30 PM ET for an engaging panel discussion on the “Intersection of Sustainability, Sports & Business,” sponsored by the Center for Sustainable Business. As a Stern alum, it will be my pleasure to moderate the event.

 

Next Tuesday evening’s panel discussion at the NYU Stern School of Business on the “Intersection of Sustainability, Sports & Business” comes at an inflection point of sorts for the Green-Sports movement.

It has been quite successful at what I call “Green-Sports 1.0,” the greening of stadia and arenas. LEED certified venues and zero-waste games are more the rule than the exception these days, and that is a very good thing.

Now, we are slowly pivoting to the early days of “Green-Sports 2.0,” in which the sports world engages fans to take positive environmental actions. For this effort to have maximum impact, teams, leagues and the media that cover them must bring environmental messaging beyond the venues. That’s because the vast majority of fans who follow sports do so not by schlepping to the ballpark or arena, but rather via TV, online, mobile, radio, and newspaper sports pages.

And, it seems to me that for version 2.0 to get where it needs to go, the sponsors and advertisers who provide much of the mother’s milk for the sports industry, will have to take a leading role.

With that in mind, I could not imagine a better panel with whom to talk about the passing of the proverbial Green-Sports baton and more:

  • Doug Behar: Senior Vice President of Operations at Yankee Stadium
  • Alicia Chin: Senior Manager, Corporate Social Responsibility, National Hockey League
  • David McKenzie: Director, Corporate Social Responsibility, Anheuser-Busch
  • Will Yandell: Northeast Regional Marketing Manager, Clif Bar & Company

The event, which takes place at Stern’s Tisch Hall (40 West 4th Street, Room 411-413), is FREE (such a deal!) but you do need to register as seating is limited. Click here to do so. Start time is 6:30. I recommend that you arrive early as it is first come, first serve and seats are not guaranteed.

 

Tisch Hall NYU

Lobby of Tisch Hall at NYU’s Stern School of Business, site of next Tuesday evening’s panel discussion on the “Intersection of Sustainability, Sports & Business” (Photo credit: Yelp)

 

Thank you to the panelists and to Stern’s Center for Sustainable Business for hosting the event. I hope to see you there! If you know someone who would be interested in attending, by all means, please forward this post.

 

 


 

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Talking NHL Green Week II with Omar Mitchell, VP of Corporate Social Responsibility

The NHL’s second annual Green Week runs from March 11-17. To get a sense of what’s new and improved this year as well as what the league is doing sustainability-wise beyond Green Week, GreenSportsBlog talked with Omar Mitchell, the league’s VP of Corporate Social Responsibility.

 

The National Hockey League, the first professional sports league in North America to issue a sustainability report—which documents and discloses its carbon footprint—and the 26th largest user of green power in the US^ is adding to its sustainability legacy through its second annual Green Week. Starting Saturday and running through St. Patrick’s Day—talk about GREEN!—NHL Green Week aims to communicate the league’s consistent and forward-leaning commitment to doing what it can to foster a healthy, pond-hockey-friendly environment.

Pond Hockey

NHL Green Week II, to launch on March 11, will educate fans about what the league is doing to preserve a Pond Hockey-friendly environment and what fans can do to help. (Photo credit: NHL)

 

According to Omar Mitchell, the NHL’s Vice President of Corporate Social Responsibility, the league will use Green Week to “educate our fans and other stakeholders—including staff, players, sponsors, and more—about the environmental initiatives undertaken by the NHL and its 30 (soon to be 31*) clubs” via a comprehensive multi-media activation that is highlighted by 15 and 30 second Public Service Announcements (PSAs.)

Comprehensive is the watchword here:

  • The PSAs will run across the full panoply of NHL broadcast/cable outlets: NHL Network, NBCSN, as well as Rogers SportsNet in Canada—the NHL’s official Canadian broadcast partner. And all 30 NHL teams have the option to run the PSAs on their regional cable networks.
  • NBCSN, for the second consecutive year, will also interview retired New York Rangers and U.S. Hockey Hall of Fame goaltender Mike Richter about his post-career work in solar power and energy efficiency as well as his take on NHL Green 2017. Other retired and current NHL’ers will share their sustainability-inspired stories via Sirius XM Radio.

Richter eco-preneur

Mike Richter (photo credit: Zimbio.com)

 

  • NHL.com will get into the Green Week act as a new NHL Green site will launch on the 13th; Green Week banners and other online messaging will also help tell the league’s sustainability story. Social media will, not surprisingly, also be in the NHL Green Week storytelling mix.

The NHL Green Week media blitz is a very big deal.

Why? Well, think about it: When have you seen a major sports league devote significant air time to a strategic, concerted, multi-media, sustainability campaign?

Actually, I know the answer.

Never.

Until now, that is, with the NHL Green Week PSA campaign.

As of this writing, I have yet to see the PSAs. But, the NHL’s history of high quality creative gives me confidence that the spots will break through strike a positive chord among the fans. Building (and measuring) fan awareness of the NHL’s commitment to sustainability is a crucial next step for the league and its clubs, as is encouraging positive environmental action.

The NHL clubs have stepped up on this front.

“All 30 of our clubs are participating in Green Week via their own social and digital channels.” said Mitchell, “And teams that are playing at home during the next week can, and many will, highlight the league’s sustainability efforts in-arena.”

One way they will do so—and new for NHL Green Week II—is the Gear and Equipment Donation Net.

All 30 clubs are provided with a hockey-goal-shaped “Donation Net” to be placed in a high visibility, high traffic area in their arena concourse. The teams are asking fans of teams playing home games during Green Week to donate their used hockey equipment by dropping it into the Donation Net. Per Mitchell, this program has two key benefits: “There’s an environmental benefit as the equipment is kept out of the landfill. And, some of the people who will get the repurposed gear will be folks who otherwise would not have had the chance to ever play hockey. So we’re growing participation.”

And, what about teams who are on the road during Green Week? Not to worry, says Mitchell. “In addition to Green Week, we are in the midst of our Centennial season. We’re in the midst of our Centennial Fan Celebration (CFA), a 2017-long traveling celebration of the NHL that will visit all 30 arenas this year. The Donation Net is embedded in the activation.”

Helping maximize the impact and effectiveness of NHL Green Week—as well as many of the league’s other sustainability initiatives—is the Green Sports Alliance. “The GSA has been our main sustainability partner for several years and is integral to the league’s and the clubs’ greening efforts,” offers Mitchell, “They add vital sustainability expertise to our clubs. That is one of several reasons all 30 are members of the GSA for the second year in a row. Another is that they can tap into a broader green-sports knowledge base by meeting with counterparts from other leagues and sports governing bodies.”

Beyond Green Week, the league, is looking to expand its Greener Rinks campaign, the year-old program that provides valuable sustainability information for free to over 4,500 community ice rinks in North America. More Mitchell: “We’re launching the Greener Rinks website on Monday. It’s the next stage in our campaign to be a valuable sustainability resource to community rinks, most of which may not have the access to, or awareness of, this information. We, in partnership with NHL energy partner Constellation, take the better sustainability practices from the NHL arena level and provide them, in one place, for the community rinks, including sustainability technologies along with recommendations on energy saving products and services.”

Finally, Mitchell and his colleagues are hard at work collecting and interpreting data from the league office, all 30 teams and their supply chains for the NHL’s second Sustainability Report. Mitchell declared that the report, a follow up to the breakthrough document published in 2014, will be issued by the end of 2017—an ideal way, it says here, to wrap up to the NHL’s Centennial year from a sustainability point of view.

nhl sust report

 

That said, to me, the document will fall short of its potential impact if it doesn’t measure fan awareness of the league’s sustainability efforts. Mitchell eased my concerns, stating, “we are looking to track fan awareness and attitudes and that will come through in this year’s sustainability report.”

I can’t wait to read it—look, I’m the kind of guy who loves a good sustainability report! But that is down the road. Starting Saturday, I look forward to following NHL Green Week. Hopefully, the powers that be at the NBA, MLB, NFL, MLS and sports leagues around the world will do the same.

 

^ According to EPA’s Green Power Partnership
* The Vegas Golden Knights will begin play in the 2017-2018 season

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