The GSB Interview: Roger McClendon, New Executive Director of the Green Sports Alliance

Roger McClendon was named Executive Director of the Green Sports Alliance on January 15. The former Chief Sustainability Officer of Yum! Brands took a break from the whirlwind of his first six weeks weeks on the job to talk with GreenSportsBlog about his path to the Alliance and his early thoughts on where the organization needs to go.

 

GreenSportsBlog: Congratulations, Roger! I’m sure you’re being pulled in a million directions, so let’s get into it. When did your interest in sustainability and sustainable business begin?

Roger McClendon: Thank you, Lew, for the opportunity to talk to GreenSportsBlog readers. I’m an engineer by academic training and a graduate from the University of Cincinnati. Early in my professional career I studied and worked on automating manufacturing processes in a paper mill using control theory and algorithms to improve production efficiency. I also worked on wastewater treatment and power generation systems. Those projects focused on important questions like how do you reduce waste and improve the process as well as save money?

So it was that mindset that drew me to sustainability, technology, and innovation. Of course this work became the foundation of my environmental sustainability experience and background. And, as time went on, I became interested in the social and governance sides of the sustainability equation as well. Things like diversity, how workers are treated, human trafficking, public policy, shareholder proposals, etc. These are, I think, undervalued aspects of the sustainability world, and was something I pushed in my role as Chief Sustainability Officer at Yum! Brands.

 

roger mcclendon gsa

Roger McClendon, the new executive director of the Green Sports Alliance (Photo credit: Green Sports Alliance)

 

GSB: Speaking of the CSO job, that didn’t exist before you took it on in 2010. How did you come to create it? And how did Yum! Brands management react?

Roger: Sustainability was not really on top management’s radar screen when I brought it to them in 2009-10. But you have to understand David Novak, the founder of the company, which was a spinoff of the restaurant brands KFC, Pizza Hut, and Taco Bell from PepsiCo was a passionate values-driven leader. His management style recognized that, by putting people first, profits would follow, not the other way around. Before the Yum! Brands spinoff, I had worked my way up through the engineering ranks at KFC and, in so doing, had seen that prioritizing sustainability would grow profits and drive new business.

So after the spinoff, I saw that the new company had a Corporate Social Responsibility or CSR function but there was a big gap: Sustainability was not included. I saw this as a huge opportunity for the company. I conducted some benchmarking studies internally to see how applying a sustainability lens — efficiency, innovation, environment — could improve our best practices. Then I looked outside the company to see how corporations like GE and P&G were treating sustainability. Eventually, I made a presentation to top management about how sustainability could be a powerful business driver. They loved it! David did ask ‘Why should I make you CSO?’ I said ‘Because I’m already doing the job!’ And that was that.

 

David Novak Yum!

David Novak (Photo credit: Yum! Brands)

 

GSB: Great story! Was there any pushback from management and/or the rank-and-file at Yum! Brands about sustainability? Did some say things like ‘Why are we doing this tree hugger, Berkeley stuff?’

Roger: There was some of that cultural stuff but the broader challenge was that big change is difficult, especially in a penny-profit business like restaurant chains. I mean, we worried about each napkin that we bought. Getting 16, 17 year-old employees and franchisees to implement programs and promotions was always a heavy lift.

GSB: How did you overcome that?

Roger: Well we always looked to show all stakeholders how sustainability aligned with value creation. And we emphasized, especially with millennial and GenZ employees, that we were transforming Yum! Brands into triple bottom line company — People, Planet, Profit. And now the company is well on its way to living those values.

GSB: Aside from the very important transition on corporate values, what were some of Yum! Brands biggest sustainability wins during your tenure as CSO?

Roger: Thanks for asking. We helped drive energy efficiency initiatives that have resulted in an estimated savings of 4.3 megawatt hours (mWh) of electricity globally. Yum! Brands also created Blueline, a sustainable restaurant design, build, operational, and maintenance standard that uses key restaurant-relevant aspects of LEED, paired with proven, actionable solutions in areas such as lighting and optimized hood exhaust and ventilation systems.

These initiatives and more resulted in Yum! Brands being named to the Dow Jones Sustainability North America index in 2017 and 2018. We also earned Top 100 Best Corporate Citizens status by Corporate Responsibility Magazine, also in 2017 and 2018.

GSB: Have any of the major Yum! Brands messaged sustainability to consumers?

Roger: Consumer messaging really has been centered on the local level rather than through national ads. KFC in Australia did a local campaign around its switch to canola oil. That screams sustainability and health without actually saying it. And the folks got it.

GSB: Which is great. I understand you retired from Yum! Brands last spring but you’re way too young to be fully retired. Was Green-Sports and the Alliance on your radar at the time?

Roger: Not really. I mean, I was well aware of the sports greening movement, especially since KFC, Pizza Hut and Taco Bell sponsor all manner of sports. And I’d been at conferences at which folks from the Alliance spoke. So I knew Green-Sports was a growing and good thing but I wasn’t looking at it as a landing spot when I retired from Yum! Brands.

Instead I worked with the Aspire Basketball Foundation in Louisville where my family lives. It teaches life skills, leadership, and personal development to high school students and those in a gap year before college, all through the prism of basketball, which I played at the University of Cincinnati and love. That’s what I was doing when I heard about the opening at the Alliance. I reached out to Scott Jenkins, the Board Chair at the GSA and we talked about the job, how I would be able to magnify the impact of Green-Sports at a high level. I thought, ‘this sounds like a great fit’ so I went for it.

 

roger mcclendon uc hoops

Roger McClendon, while a member of the  University of Cincinnati Bearcats, launches a jump shot over Virginia Tech’s Dell Curry, aka Steph Curry’s dad (Photo credit: University of Cincinnati Athletics)

 

GSB: And you got it!

Roger: I’m very thankful and realize that, as I take this position, I realize I stand on the shoulders of giants who created the Green-Sports movement like Christina Weiss Lurie, minority owner of the Philadelphia Eagles and their Go Green initiative, the late Paul Allen, owner of the Portland Trail Blazers, Seattle Seahawks and Sounders, and an early funder of the GSA, and Allen Hershkowitz, one of the true Green-Sports visionaries.

GSB: Indeed. And, as you take the helm at the Alliance, you do so as the movement is at what I see as a pivot point, from a Green-Sports 1.0 world, in which the focus is on greening the games and venues, to the Green-Sports 2.0 world, in which the emphasis shifts to engaging fans, both those who attend games and those who consume sports via media. I know it’s early days, but with that backdrop, what do you see as the top two or three items on your agenda?

Roger: That’s a great way to frame it, Lew. And you’re right, it’s early days. So my first order of business is engaging the Board, teams and venues, and the media to get a great sense of the state-of-play in Green-Sports. At the same time, I think we need to take a look at what’s next — Green-Sports 2.0 as you call it — and then what comes after that.

GSB: Green-Sports 3.0?

Roger: That’s right.

GSB: What do Green-Sports 2.0 and 3.0 look like to you right now?

Roger: First, it’s important to note that the sports world has done an admirable job on Green-Sports 1.0, greening the venues…

GSB: Thanks certainly go to the Alliance for its part in 1.0.

Roger: I wasn’t here for that work, obviously, but I’ll accept that thanks on behalf of the people who were. The greening of stadiums, arenas, and training centers needs to continue. And then we need to go forward on not only fan engagement, but also on helping our member teams, venues, leagues and more take on environmental and social issues in ways that have measurable impacts. The 17 UN Sustainable Development Goals or SDGs can serve as great metrics for us.

GSB: Absolutely. Of course seven of the 17 SDGs focus on the environment¹. Going forward, will the Alliance work mainly on helping its members on those seven green SDGs? Or will it look to put as much weight on the social and governance aspects of sustainability, as it does on the environment?

Roger: The United Nations Sustainable Development Goals is one framework that I think the Alliance can leverage with our key stakeholders and determine where we should focus and prioritize. It can help us focus on what has the most material impact to our partners, members, fans, and communities as a whole.

There is a process of engagement, alignment, strategy development and execution planning that the Alliance will facilitate with our partners, members, and other key stakeholders. I anticipate that the Alliance and our partners will focus primarily on social and environmental sustainability issues and less on governance.

GSB: Finally, I want to get your take on climate change. I think it’s fair to say that the sports world at large and the Alliance to this point have, for the most part, stayed away from the topic. How do you want to take it on?

Roger: Well this gets into what problems do we want to help solve. Can we impact things like access to clean drinking water, dealing with drought, wildfires, and more? I say yes and we need to get involved in a strategic, focused way to do that sooner rather than later. But do we need to get into the politics of climate change? I think we should stay away but, at the same time, focus on doing what we can to help venues and teams to reduce their emissions.

GSB: Understood. Thing is, I think it will be much harder to stay away from climate change and the politics surrounding it with the recent introduction in Congress of the Green New Deal proposal. How might the Alliance’s alter its approach to climate change in a Green New Deal world?

Roger: We don’t have to debate climate change as the science is evident. We do have to act as a responsible citizen, business, community, city and country. We need to focus on improving sustainable operations and supply chains as well as partnering and investing in smart city infrastructure and develop social and environmental awareness and engagement movements to engage future generations.

GSB: Sounds good, Roger. I look forward to our future conversations to see the types of Green-Sports 2.0 initiatives the Alliance undertakes under your leadership, particularly on fan engagement and climate change. In the meantime, all the best.

 

¹ Seven SDGs that focus on the environment are Clean Water and Sanitation, Affordable and Clean Energy, Sustainable Cities and Communities, Responsible Consumption and Production, Climate Action, Life Below Water and Life on Land. The rest of the SDGs are: No Poverty, Zero Hunger, Good Health and Well-Being, Quality Education, Gender Equality, Decent Work and Economic Growth, Industry/Innovation/Infrastructure, Reduced Inequality, Peace and Justice, Partnerships to Achieve the Goals

 

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A-List Panel Discusses the Future of Sustainable Sports Venue Design at Gillette Stadium

The New England Patriots have been on the “Leading Edge” of pro football since 2001. After all, they are about to play in their ninth Super Bowl¹ in the 18-year Belichick-Brady era on Sunday when they take on the Los Angeles Rams in Atlanta.

Thus, it is fitting that the first Leading Edge Sustainable Stadium Design Conference was hosted by Excel Dryer and D|13 at the Pats’ Gillette Stadium last month.

The conference’s centerpiece was a discussion among a panel of Green-Sports All Stars.  They took a deep dive into the past, present and especially the future of green sports venue design and operations, with an emphasis on how to make stadiums and arenas as energy efficient and fan-friendly as possible.

 

The opportunity to earn Continuing Education Unit (CEU) credits along with the chance to throw and catch passes on the same field as Tom Brady and Rob Gronkowski were likely what drew architects — as well as contractors, property managers and more — to Gillette Stadium on a foggy January night for the Leading Edge Sustainable Stadium Design Conference. 

 

excel dryer gillette scoreboard

View from the field at Gillette Stadium during the Leading Edge Sustainable Stadium Design Conference (Photo credit: Excel Dryer)

 

But it was the panel discussion, moderated by Joe Khirallah of Green Bear Group, on the Green-Sports movement’s past, present and future, that kept the audience’s rapt attention.

“At several points during the discussion, I looked out to the audience and noticed that no one was looking at their cell phones,” observed panelist Scott Jenkins, GM of Atlanta’s LEED Platinum Mercedes-Benz Stadium and Board Chair of the Green Sports Alliance. “Not one person. I don’t think I’ve ever seen that before, and I’ve been on a lot of panels.”

 

PATRIOTS, GILLETTE STADIUM: GREEN-SPORTS INNOVATORS SINCE 2002

According to conference host and panelist Jim Nolan, who as COO of Kraft Sports + Entertainment (KSE) is responsible for operating Gillette Stadium as efficiently as possible, sustainability has been a core tenet since the building opened in 2002.

“I am fortunate to work for an owner — Robert Kraft — who cares about the environment,” Nolan shared. “Our number one priority is to reduce fossil fuel consumption. Second is to do as much as we can to reduce our waste stream. Every innovation we consider is examined through both financial and green lenses. We say ‘go’ on new cleantech innovations when they become economical.”

Examples of KSE’s “gos” include:

  • An on-site system that converts waste water into gray water for use in the bathrooms and elsewhere throughout Gillette Stadium and neighboring Patriot Place, the 1.3 million square foot retail, restaurant and entertainment complex
  • Energy efficient LED lighting, now illuminating the stadium and 90 percent of Patriot Place
  • On-site solar, which now powers more than half of Patriot Place

Next up for Gillette and Patriot Place is a 2.4 megawatt (mW) fuel cell, expected to be fully operational next year. “Once we’re up and running, the entire campus will be off the grid,” reported Nolan. “We will also have a food waste converter that will produce methane gas — which will then go into the fuel cell to generate additional electricity.”

 

SUSTAINABLE SPORTS VENUES ARE A MARKETABLE ASSET

To Scott Jenkins, stadium and arena owner-operators who push green innovations reap more benefits than cost reductions and efficiencies, as important as those are.

“Most sustainability investments are clear winners for stadium and arena projects,” Jenkins asserted. “They show fans and the community that the team and the owner are purpose driven, which greatly enhances brand value. And sustainability can generate incremental revenue in the form of new, ‘green-focused’ sponsors. Forward-leaning owners like the Krafts and Arthur Blank — who pushed us to build Mercedes-Benz Stadium to earn LEED Platinum certification — believe that just building to code is like being OK with being a C student. They have to be A students.”

Chris DeVolder, lead architect on the Mercedes-Benz Stadium project and Managing Principal at HOK², chimed in that Blank “constantly pushed everyone who worked on the project to not only ‘think about what’s next’, but also ‘what’s next after what’s next’. Things like turning waste into energy to heat water, offering affordable vegetarian and vegan food options, and more.”

 

PATS CONNECT FANS TO SUSTAINABILITY IN GILLETTE STADIUM RESTROOMS

Panelist Summer Minchew, Managing Partner of Washington, D.C.- and Charlotte, NC-based Ecoimpact Consulting, and a veteran of several venue projects, offered that fans are a key element to the Green-Sports equation.

“It may sound obvious, but a positive fan experience at a sports venue is absolutely key,” Minchew said. “What is not always so obvious to stadium designers, managers and owners, is that sustainability, from environmental, health and wellness points-of-view, goes hand in hand with a great fan experience.”

According to Jim Nolan, the Patriots have been a bit late to the “fan engagement” party but they are making significant strides in the right direction. Working with energy partner NRG, the team communicates its solar story to fans via signage mounted on massive pillars near the stadium’s entry gates.

Once inside Gillette, fans experience the leading edge of sustainable stadium design when they dry their hands in the restrooms via a unique, high-velocity, two-phase drying process. The XLERATOR® from Excel Dryer — one of the sponsors of the Leading Edge conference — blows large water droplets off the hands in a couple of seconds in Phase 1. Then, in Phase 2, the heat evaporates a residual moisture layer that we feel but don’t see. This makes the drying process about three times faster than conventional hand dryers, resulting in an 80 percent reduction in energy usage.

But that’s not the XLERATOR’s greenest feature.

Replacing paper towels is.

A Life Cycle Assessment (LCA) showed that the XLERATOR was the catalyst for up to a 75 percent reduction in carbon footprint when compared to 100 percent recycled paper towels. That might seem counterintuitive but, after one-time use, paper towels go straight to the landfill. So XLERATORs help reduce paper production, transportation emissions, water usage, waste and more.

“The XLERATOR is a win-win-win-win for us,” enthused Nolan. “First, it’s clearly better for the environment. Second, it saves time and manpower as our staff spends much less time cleaning paper from the floor and refilling paper towel dispensers. Third, that allows staff to respond more quickly to other fan issues. Fourth and most importantly, the fans prefer the XLERATOR to paper, so they have a better experience.”

 

excel dryer panelists

From left, Jim Nolan, COO of KSE and host of the Leading Edge Sustainable Design Conference welcomes fellow panelists Summer Minchew, Chris DeVolder, Scott Jenkins, moderator Joe Khirallah, and Bill Gagnon, Vice President of Sales and Marketing with event sponsor Excel Dryer  (Photo credit: Excel Dryer)

 

 

Guests at Gillette Stadium’s Optum Field Lounge this season got to experience another futuristic hand drying “win” with the recent installation of a next-generation sink system from Leading Edge sponsor D|13.

“The system features, from left to right, liquid soap dispenser, water faucet, and the XLERATORsync®, in one contained unit,” Nolan said. “It keeps water in the sink, which is better for the environment. Maintenance visits are reduced. It is the most sustainable, hygienic way to wash your hands. We’re excited to be the first stadium to feature the D|13 Sink System.”

 

patpatriot

Leading Edge Sustainable Design Conference attendees, including Pat Patriot, had the opportunity to try out the new D|13 Sink System (Photo credit: D|13)

Will Mercedes-Benz Stadium be the second? Too early to tell. After all, Scott Jenkins and the rest of the staff are busy getting ready to sustainably welcome the Patriots, Rams and 70,000+ fans for Super Bowl LIII on Sunday.

 

¹ The nine Super Bowls of the Belichick-Brady era: 2002 (Pats over Rams), 2004 (Pats over Panthers), 2005 (Pats over Eagles), 2008 (Giants over Pats), 2012 (Giants over Pats), 2015 (Pats over Seahawks), 2017 (Pats over Falcons), 2018 (Eagles over Pats), 2019 (Pats vs. Rams)
² HOK is a global design, architecture, engineering and planning firm

 


 

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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!

 

trefzer, tim 2017(11)

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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Roger McClendon Announced as New Green Sports Alliance Executive Director

On Friday, GreenSportsBlog broke the news that the Green Sports Alliance had hired Roger McClendon as its new Executive Director. He comes to the Alliance from Yum! Brands (KFC, Pizza Hut, Taco Bell and more), where he most recently served as its Chief Sustainability Officer.

Yesterday, the Alliance officially announced the McClendon hire, plus the addition of six new members to the Board. Here are some highlights from the announcement.

 

In a press release distributed Tuesday, McClendon commented on his new role as Executive Director:

“I am honored for the opportunity to lead the Green Sports Alliance. I look forward to taking the Alliance to the next level and ensuring sports plays a key role in the global sustainability movement, focused on measurable impact,” McClendon said. “Along with our Board, members and staff, we are poised to develop the Alliance’s vision, while leveraging global innovation and strategic partnerships, to improve the social and environmental well-being of future generations.”

 

roger mcclendon gsa

Roger McClendon, new Executive Director of the Green Sports Alliance (Photo credit: Green Sports Alliance)

 

McClendon told Ian Thomas, writing in Tuesday’s Sports Business Journal, that one of his first actions as Executive Director will be to embark on a listening tour with Alliance members and partners. His early goals include:

  • Having the Alliance move beyond working only on “environmental issues, moving to that next level of impact.” McClendon cited the United Nations Sustainable Development Goals (SDGs) that not only includes environmental objectives like clean water and sanitation, but also social and economic issues such as eliminating poverty, ensuring quality education and achieving gender equality.
  • Working with teams to engage fans to take positive environmental actions
  • Building on the Alliance’s work of the “greening” the games and the venues in which they are played, but also helping to engage sports fans to take positive environmental actions as well.

“We are very excited to have Roger take on this leadership role,” Scott Jenkins, GSA Board Chair and General Manager of Atlanta’s Mercedes-Benz Stadium said in a statement. “His results-driven track record in sustainability and sports (he was a four-year starter for the University of Cincinnati basketball team) presents a unique opportunity for the Alliance to further innovate, influence and inspire the communities we serve.”

 

Scott Jenkins

Scott Jenkins, Board Chair of the Green Sports Alliance and GM of Mercedes-Benz Stadium, host of next month’s Super Bowl LIII in Atlanta (Photo credit: Mercedes-Benz Stadium)

 

McClendon will make his first appearance as Executive Director on Thursday at Green Sports Alliance’s Sports & Sustainability Symposium at Arizona State.

Turning to the Alliance’s Board, the six new members are:

 

Dune Ives_Executive director of Lonely Whale Foundation

Dune Ives, executive director of Lonely Whale Foundation (Photo credit: Lonely Whale Foundation)

 

  • Kunal Merchant, Managing Director, Lotus Advisory, a strategic consultancy with a strong sports practice. Prior to Lotus, Merchant was the Mayor’s Chief of Staff for the City of Sacramento, where he played a central role in the development of the acclaimed Golden 1 Center, home of the NBA’s Kings and the world’s first LEED Platinum-certified indoor sports venue.
  • Jill Savery, Founder and CEO, Bristlecone Strategies, a sustainability advisory and consulting firm. Savery won gold at the 1996 Atlanta Olympics in synchronized swimming.

 

Jill Savery_Head Shot

Jill Savery (Photo credit: Jill Savery)

 

  • Cyrus Wadia, former Vice President, Sustainable Business and Innovation, Nike, where he led the company’s sustainability strategy.
  • Jamie Zaininovich, Deputy Commissioner and Chief Operating Officer, Pac-12 Conference, the first collegiate sports league to become a GSA member

 

GSB’s Takes:

  1. The Alliance sees McClendon as both a visionary and a top-flight manager. He has best-in-class sustainable business and sports chops — pioneering and successful CSO at a high-profile Fortune 500 company and a serious Division I college basketball player. Will McClendon be able to marshal his experience and skills to successfully lead the GSA through the challenging and exciting transition from Green-Sports 1.0 (greening the games) to Green-Sports 2.0 (engaging masses of fans on the environment) and beyond? Time will of course tell the tale but GSB can see why hopes are high in Portland. 
  2. Using the power of sports to help link the attainment of UN environmental SDGs to non-environmental SDGs like eliminating poverty and gender equality is an important endeavor — in the end, they’re all related. A cautionary note: Make sure the environment does not get lost in the process.
  3. While not wanting to put too much stock in a press release, two words — “climate” and “change” — were conspicuous by their absence. GSB looks forward to talking with McClendon soon about his plans to take on climate change and much more.
  4. The additions to the Board are a Green-Sports All-Star squad. Dune Ives was present at the birth of the GSA. Jill Savery, like Roger McClendon, is someone who is both a successful sustainability practitioner and an ex-athlete. Elaine Aye brings a veteran strategic sustainability consultant’s perspective. Jamie Zaininovich’s experience with PAC-12 network contracts provides much-needed media business savvy to the GSA. I don’t know Messrs. Merchant and Wadia, but having folks with municipal government and Nike sustainability experience on the Board can only be a good thing.

 


 

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The GSB Interview: Jason Twill, a Green Sports Alliance Founding Director, on the Organization’s Birth

The Green-Sports movement is in a transitional phase from its initial 1.0 version — the greening of the games themselves — to its 2.0 incarnation — engaging fans on environmental and climate issues.

The Green Sports Alliance, now eight years old, is also in the midst of change, as it searches for a new executive director to lead the organization firmly into the Green-Sports 2.0 era. That the Alliance is the most established Green-Sports trade association in the world may be taken for granted by many. But for those who were present at its birth, the odds of the GSA reaching its eighth birthday was by no means a certainty back in 2011. An organization dedicated to the Greening of Sports? What did that even mean?

With that in mind, we spoke with Jason Twill, one of the GSA’s Founding Directors and co-author of its bylaws. This long-form interview gets the inside story of how the Alliance came to be, the fascinating route Twill took to be — as Lin Manuel Miranda famously said in Hamilton — in the “Room Where it Happened,” and how the Alliance and other similar organizations around the world can help build a Green-Sports 2.0 world.

 

GreenSportsBlog: Jason, the story of how the Green Sports Alliance came to be is something I’ve been interested in for some time, so thank you for talking with us. Tell us about your background and how you came to be involved with the Green-Sports movement in its embryonic stages.

Jason Twill: Thanks, Lew. It has been quite a circuitous route. Toward the end of high school in Warren, NJ, a New York City suburb, I tended bar in Hoboken, which was a quick train ride away from Greenwich Village. I have this memory of emerging from the depth of the underground like I had crossed some imaginary threshold into this world of excitement — streets buzzing with energy, layered with a diversity of people and cultures that make The Village great and the antithesis of suburbia, which I hated. That’s when my passion to create better cities and communities began, and I have never looked back.

GSB: What came next?

 

Jason Twill

Jason Twill (Photo credit: Jennifer Twill)

 

Jason: I studied art and political economics at Colorado College; and I also had the privilege of studying in Florence, where the piazzas and labyrinthine grid was a very different sort of urban environment. I loved it! I then moved to New York and was interested in pursuing fashion design. Took a construction job to pay the bills while studying at the Fashion Institute of Technology and Parsons School of Design.

GSB: What happened to loving cities and urban architecture?

Jason: I told you it was a circuitous route! I got the fashion bug in Florence. So, back in New York, I spent my days on construction sites and evenings at fashion shows and working with designers. This confluence of construction and design is what ultimately led me back to a passion for architecture. It hit me like a ton of bricks when I was visiting the Getty Center museum in L.A. I found myself looking at the buildings and landscape as art and became set — finally — on becoming an architect.

I applied to Columbia for urban studies and architecture and, while waiting to start, took a summer job in 2001 with architecture firm Mancini Duffy. Their offices were in Tower 2 of the World Trade Center. I was in the building on the morning of 9/11. Escaped by just a hair, along with others from the firm, but I lost a lot of friends that day. So I postponed school and went back to the firm to help them rebuild their practice. I noticed several friends there suffering from post-traumatic stress. Having been through a lot of adversity in my life, I set up an informal 12-step-like program in which we all supported one another to get through the fear and anxiety we were experiencing.

At that time, my co-worker and future wife, Jennifer, gave me a book, “The Geography of Nowhere: The Rise and Decline of America’s Man-made Landscape,” by Jason Howard Kunstler, a fantastic, non-technical explanation of suburban sprawl in the post-World War II era. It made me reflect on my own experience growing up in the suburbs and how much the built environment shapes our social patterns and behaviors. I literally closed that book and knew what I wanted to do with the rest of my life: Disrupt the real estate sector through ecologically and socially conscious development models. So I pivoted from Columbia to getting a Masters in real estate development and finance at NYU.

 

GEOGRAPHY OF NOWHERE

 

GSB: Did that even exist in the early 2000s?

Jason: Not really. I had to advocate for NYU to introduce things like LEED certification. But there were already a lot of great experts in this space I could learn from outside of school. I essentially earned two masters, with conventional real estate courses at NYU augmented by reading tons of books^ to teach myself these other pathways. Also volunteered to help get the US Green Building Council’s New York City chapter going, worked on some of the first LEED buildings in New York, and then I was fortunate enough to meet Jonathan Rose…

GSB: The legendary New York City real estate developer and sustainability champion…

Jason: Exactly. I wrote him a letter; he invited me to his office for coffee and a talk He’s been a friend, mentor and inspiration ever since. During that time, from 2003-2007, I worked for a couple of smaller private developers, championing sustainable and equitable design. The timing was right; by 2005, the market had shifted and I was getting more traction on things like LEED certification. We also had our first son, Sullivan. He had a series of illnesses and the first case of influenza A in the city in 2007, which scared the hell out of us as new parents. We thought this might have something to do with the post 9/11 air quality in New York, so we decided to move to another city. Austin, Portland, and Seattle were on our radar because of their progressive governance and industry stars.

GSB: Where did you end up?

Jason: We chose Seattle, the epicenter of the green building movement. I was very fortunate to receive an offer from Vulcan Inc. and we relocated in 2007.

GSB: Vulcan Inc. is the business and philanthropic entity founded by Microsoft co-founder, the late Paul G. Allen.

Jason: Yes! The six years I spent at Vulcan were some of the most productive of my career. I became a practitioner of city-making as a senior project manager working on all aspects of Paul Allen’s portfolio. We looked to inspire change in areas he was most passionate about: art, science, music, technology, and sports. I supported Vulcan Real Estate on the delivery of a new community called South Lake Union, an industrial area filled with old warehouses just north of the city’s central business district.

GSB: What did it become?

Jason: Paul originally purchased the land and gifted it to the city so they could create a park. But citizens voted down a tax measure to fund construction and the city handed back the land. Paul pivoted and turned it into a mixed-use, sustainable community. Over time, it emerged as one of the first Innovation Districts in North America, now home to Amazon’s HQ1, Facebook, Google, and Microsoft. At the same time I was working on South Lake Union, I started incubating what would become the Green Sports Alliance. When the financial markets crashed in 2008, things slowed down at Vulcan. My boss, Ray Colliver, got approval from Paul to apportion more of my time to embed sustainability even deeper across Vulcan’s business portfolio. Our office was across the street from CenturyLink Field, home of the NFL’s Seahawks, one of the teams Paul owned…

GSB: …The others being CenturyLink tenants — MLS’ Seattle Sounders — in which Mr. Allen’s estate has an ownership stake, and the NBA’s Portland Trail Blazers.

Jason: Ray introduced me to Darryl Benge and Mike McFaul, who ran CenturyLink operations. They were already looking to invest in sustainability measures, so I started to support them in getting some runs on the green scoreboard.

GSB: What kind of things did you help them do?

Jason: We planned and implemented a comprehensive resource conservation plan that included the installation of nearly a megawatt of solar panels on the roof of the adjacent WaMu Theater, EV charging, LED lighting retrofit, waterless urinals, waste strategies, and more. We also started to explore how we could generate fan awareness and impact behavior through strategic branding and messaging. And then this larger dialogue started to occur around green sports.

 

Solar CenturyLink

A solar array tops the roof of the WaMu Theater adjacent to CenturyLink Field, home of Seattle’s Seahawks Sounders (Photo credit: Seattle Seahawks)

 

GSB: How so?

Jason: In 2009, I met Justin Zeulner, who worked for the Trail Blazers. He was doing terrific green stuff there, including getting Moda Center certified as one of the first LEED Gold arenas in the world. I was also introduced to some folks at the WNBA’s Seattle Storm

GSB: …the current WNBA champs!

Jason: …and the NHL’s Vancouver Canucks, and became mates with green-sports pioneer Scott Jenkins, who was managing Safeco Field for the Seattle Mariners.

GSB: Scott’s now the Chairman of the Board of the Green Sports Alliance and General Manager of Atlanta’s LEED Platinum Mercedes-Benz Stadium.

Jason: With all these relationships building, we were sharing strategies and partners that could help us ‘green’ the venues, so all the proverbial kindling was there to start a fire, just waiting for the spark. It came when my boss Ray Colliver, who always pushed me take things further, sustainability-wise, with Paul’s teams, handed me a Sports Business Journal issue focused on sustainability. I noted an article by Allen Hershkowitz, then a Senior Scientist at the Natural Resources Defense Council (NRDC), leading their sports and entertainment greening platform.

Already a big fan of NRDC’s work, I called him and said, ‘Hi, I’m Jason, I work for Paul G. Allen, who owns a few sports franchises and we want to work with NRDC to drive a bigger agenda for sustainability in sports.’ We had a couple of conversations — he was incredible. I really love the guy and we were exploding with ideas from the start. Allen offered to fly out with his key staff to meet, while my colleague Dune Ives and I started to explore what we could create in this space from Vulcan’s perspective.

GSB: Dune is now executive director of the Lonely Whale Foundation, a group established by actor and activist Adrian Grenier, which is leading initiatives on ocean health and the anti-plastic straw movement.

Jason: Yes, Dune has an unbelievably beautiful mind and is a force of nature in the sustainability movement. We mapped out the mission statement, vision, and objectives for what initially became the Pacific Northwest Green Sports Alliance. Then, on February 1, 2010, using our draft work as the agenda, we hosted a workshop with Allen and his NRDC colleagues. Representatives from five of the region’s pro teams (Portland’s Trail Blazers and Seattle’s Mariners, Seahawks, Sounders and the Storm), as well as officials from the City of Seattle, the Bonneville Environmental Foundation, and Green Building Services joined in.

From this initial group of passionate change makers, The Pacific Northwest Green Sports Alliance was born! The Vancouver Canucks joined shortly thereafter. I became its Chair to help get it going. Pretty quickly, we received interest from teams and venues beyond the region, so we dropped “Pacific Northwest” from the name. We secured a seed money grant from the Bullitt Foundation — an organization led by Dennis Hayes, founder of Earth Day, focused on environmental change in the northwest. This funding was crucial and, along with investments from NRDC, Vulcan, and each of the teams, we hired Martin Tull, a brilliant change-maker from the Portland sustainability community, as the founding executive director. He built the Alliance into a stable, sustainable non-profit organization.

GSB: So you guys basically bootstrapped the Green Sports Alliance off the ground.

Jason: We all had full-time jobs, but fueled by a passion for change, we put the time and energy into making this happen. There isn’t any one founder of the Alliance; we all worked really hard and collaboratively, playing a vital part in its success to this day. Our beginnings are quintessentially captured in this famous Margaret Meade quote:

Never doubt that a small group of thoughtful, committed citizens can change the world; indeed, it’s the only thing that ever has.

We definitely hit on something and there was a big, public launch at Safeco Field, home of the Mariners in spring 2011. By that time, I had stepped down as chair, handing the reins to Scott Jenkins, already a key figure in the movement. Since then, I’ve served as a Board executive committee member.

It’s important to acknowledge that we did not create the Green-Sports space. There was already a ton of great work and leadership happening around sports and sustainability in North America and globally. We just created a platform to bring all these leaders together to share best practices and accelerate the progress of the Green-Sports movement.

We also wouldn’t be where we are at today without the technical and financial support of the NRDC team led by Allen Hershkowitz, along with terrific scientists and technical experts like Darby Hoover and Alice Henly. With their support we were able to publish documents like the “Game Changer” report that provided case studies highlighting the amazing sustainability work happening across the pro leagues. This helped us grow from the inaugural six founding teams to a roster that includes pretty much all major league teams in North America, plus many college athletics departments and conferences.

 

Jason Twill GSA origins

A gathering of some of the key players in the founding of the Green Sports Alliance, including: FRONT ROW: Scott Jenkins (2nd from left), Dune Ives (3rd from left) and Justin Zeulner (right). MIDDLE ROW: Jason Twill (2nd from right). TOP ROW: Allen Hershkowitz (2nd from left), Martin Tull (right) (Photo credit: Green Sports Alliance)

 

Jason: That growth was also driven by annual GSA summits starting with our inaugural event in Portland in 2011. Martin Tull, working with a local team, the Board, and the NRDC, miraculously put it together in just a few months.

GSB: A Herculean effort! How did it go?

Jason: It was a big hit. Over 200 people came. Ex-NBA All-Star and then-Sacramento Mayor Kevin Johnson keynoted. People from across North America who were interested or already working in this space attended. They really appreciated a forum on sustainability solely focused on the sports industry. The next year, our Summit in Seattle attracted closer to 400 people and we knew we had hit our stride.

 

KJ at GSA 2011 Dabe Alan

Retired NBA All Star and ex-Sacramento Mayor Kevin Johnson addressing the first Green Sports Alliance Summit in 2011 in Portland (Photo credit: Dabe Alan)

 

GSB: I went to the third Summit, in Brooklyn in 2013, and even more people came. And the rest, as they say, is history. What is your role as a board member?

Jason: I try to provide big-picture thinking and thought leadership on how to best grow the movement. We started with greening the games and the venues…

GSB: …What I call Green-Sports 1.0. I believe that’s the way it had to be. But we’re past the time to pivot to Green-Sports 2.0, engaging fans — with the important megaphone of the media — to change their environmental behaviors, including as it relates to climate change.

Jason: I agree. Even in those very early days, I would look across at CenturyLink Field and think, ‘for every Seahawks game, we have something like 10 percent of the entire population of Seattle in one room,’ which prompted me to ask, ‘How do we change the hearts and minds of billions of sports fans across the world and tell a new story of sustainability in our time?’

GSB: How is that going?

Jason: Nelson Mandela probably captured it best when he said

Sport has the power to change the world. It had the power to inspire. It has the power to unite people in a way that little else does. Sport can awaken hope where there was previously only despair.

Now think about channeling that power toward addressing climate change, the defining challenge of our time. We still have a lot of work to do to realize this dream, but the Green Sports Alliance and all of our partner organizations have this opportunity before us if we work together.

GSB: Those include GSA Japan, which launched earlier this year, BASIS in Great Britain, Sports Environment Alliance (SEA) in Australia and New Zealand, along with Sport and Sustainability International (SandSI) in Europe. Is this separation — some might say Balkanization — a good thing when the Green-Sports movement is relatively small?

Jason: Great question. I don’t see this as Balkanization at all. All these organizations are able to respond to their local cultures and contexts. I do see the ability for all of these groups, including Beyond Sport and others, to collaborate for maximum global impact through locally meaningful initiatives. In fact, that is one of the things I want to help foster as a GSA Board Member since I am now living and working in Australia. I am in conversation with a lot of the folks at these other incredible organizations, as many of us in the Alliance are. I think it is in all of our interests to work together, using the power of sports to ensure a safe and sustainable future for all life on our planet.

GSB: I’ll sign for that! What are you doing in Australia?

Jason: Staying true to my passion for cities, I set up Urban Apostles, my own development and consulting business. We specialize in regenerative urbanism and affordable housing models for cities. I like to say we work at the intersection of the sharing economy and art of city making.

GSB: What is regenerative urbanism?

Jason: Regenerative urbanism considers going beyond the ‘sustainable’ paradigm for cities since our current form of urbanization is not doing nearly enough to address issues like climate change and social inequity. For me, it’s a way of conceiving our cities as ‘living systems,’ and planning and developing them in a manner which creates conditions conducive for all life forms to thrive. Imagine a city that responds to the evolutionary needs of all the life within and around it. We look to shift from ‘human-centric’ urbanization models to ‘life-centric’ ones. Earlier this year, I also founded and launched City Makers’ Guild. It’s an education, advocacy, and research group promoting more equitable and inclusive cities.

GSB: Congratulations and good luck with both. And thank you for your important, visionary work that helped give birth to the Green Sports Alliance and is accelerating the move to Green-Sports 2.0.

 

^ Books on green design Twill read during his time at NYU included “Natural Capitalism,” by Amory & Hunter Lovins, with Paul Hawkens. “Ecological Design,” by Sym Van der Ryn and Stuart Cowan. “The Green Real Estate Development Guide,” by William Browning and the Rocky Mountain Institute

 


 

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Ken Belson and The New York Times #CoverGreenSports

About a month ago, GreenSportsBlog launched a new hashtag, #CoverGreenSports. Its goal is to encourage the mainstream media, from sports to green to news, to cover the sports greening movement. Last week, the US “paper of record,” The New York Times and lead NFL writer Ken Belsonstepped up to the #CoverGreenSports plate in a big way, with “Sports Stadiums Help Lead the Way Toward Greener Architecture”

 

The fourth week in May should be a quiet time for the lead NFL reporter at The New York TimesThe draft, which took place in April, is already old news and training camps don’t open until late July. You would think this time of year is when NFL writers should be on vacation.

But last week was a busy one for Ken Belson, proving that there is no such thing as a quiet period for the NFL.

 

Ken Belson NYT

Ken Belson of The New York Times (Photo credit: The New York Times)

 

In fact Belson, working at breakneck pace, had three stories in The Times over a 48 hour period:

  1. “The NFL and Nike Make Room for Fanatics,” detailed how the League expects revenue from merchandise sales to increase by 50 percent by 2030 through a new deal with Fanatics.
  2. In “NFL Anthem Policy Bound to Please Only the NFL,” Belson opined about the NFL’s controversial, just-announced national anthem policy. It was instituted in response to protests by some NFL players in 2016 and 2017, most notably ex-49ers QB Colin Kaepernick, who knelt during the playing of the national anthem. They did so to draw attention to police brutality and other social injustice against African-Americans. But many NFL fans, including President Trump, feel that the kneeling players disrespect the flag. The new policy requires players to stand for the playing of the anthem or stay in the locker room during that time. There was no player input on this decision. Belson’s take: “It’s hard to envision the N.F.L. crafting a policy that satisfies everyone. But one that is likely to satisfy only the 32 owners hardly seems like an enlightened solution.”

But it was his third story that interested me most — and made me smile.

In Sports Stadiums Help Lead the Way Toward Greener Architecture,” Belson gave Times readers a terrific Green-Sports tutorial. 

He kicked off with Atlanta’s Mercedes-Benz Stadium, the new home of the city’s NFL and MLS teams and the world’s first LEED Platinum certified stadium. Belson’s main insight is in sync with GreenSportsBlog’s overall ethos: “Green stadiums are shining a light on the complex and critical issue of climate change. Fans disinclined to care about the issue are exposed to things like highly efficient LED lighting or low-flush toilets, and can see that going green is not a hardship, but a choice.”

 

Mercedes-Benz Stadium

Mercedes-Benz Stadium in Atlanta, the first to win LEED Platinum certification. (Photo credit: Kevin D. Liles for The New York Times)

 

Belson then took readers on a brief trip across the pond — “many of the innovations [in green stadiums-arenas] are being developed in Europe, where laws and regulations governing greenhouse gas emissions are stricter,” — before pivoting back to North America and the National Hockey League.

He lauded the NHL as a green leader among sports leagues for understanding the existential threat the sport faces from climate change and for taking steps to combat it: “The number of ponds that freeze over in winter has fallen dramatically in recent years, making the sport less accessible in countries like Canada, where many children first start playing the game outdoors. Going green is a way to address a long-term threat, not just save money.”

 

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)

 

GreenSportsBlog readers are likely familiar with much of this. And the folks quoted in Belson’s piece likely ring a bell.

You probably recognize Scott Jenkins, Mercedes-Benz Stadium’s general manager and the Chairman of the Board of the Green Sports Alliance, as an “evangelist of all things green.” 

 

 

LEED Platinum Certification Event - from right - Rich McKay, Scott Jenkins, Arthur Blank

Scott Jenkins (c), General Manager of Mercedes-Benz Stadium, flanked by Rich McKay (l), President of the Atlanta Falcons and Arthur Blank, at the LEED Platinum announcement event (Photo credit: AMB Sports and Entertainment)

 

And you probably know of Allen Herskhowitz, ex-President of the Alliance and a founder of Sport and Sustainability International (SandSI), which promotes low-carbon strategies for sports teams, leagues and association. He told Belson, “Any single sporting event doesn’t really have a giant ecological footprint, whether it’s a football game or even a season for a team. But the cultural and social platform of sports is almost unparalleled in terms of its ability to reach people.”

Yes, you may recognize Scott and Allen and the many other Green-Sports luminaries who have been featured in our posts these past five years, but the thing is, most humans have no idea who they are and are unaware of the important work they are doing. 

So it is very important that The (NOT failing) New York Times, with its massive reach and prestige, has decided to #CoverGreenSports with Belson’s piece.

Does this foreshadow a trend? 

It should, especially since the millennial and GenZ readers that The Times — and for that matter, almost all media outlets — is desperate to engage, care more deeply about the environment, sustainability and climate change than do their predecessor generational cohorts. 

But it is, methinks, too early to tell. 

One potential brake on an increase in Green-Sports coverage from mainstream media outlets is that the topic crosses many areas — sports, green/environment, business, and politics, to name a few.  That means that no one department claims natural ownership of Green-Sports and so no editor will assign a beat writer to cover it. What is more likely is that the hodgepodge we see now — a rare story by a sports reporter here and another one-off story from a business reporter there — will continue.

Until, that is, a department editor — I don’t care which department — says strongly “Green-Sports is MINE!”

With that in mind, we invite any visionary Green-Sports-minded editors to go through GreenSportsBlog’s archives to find a few hundred compelling story ideas to bring to their readers.

You will be glad you did!


 

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Atlanta’s Mercedes-Benz Stadium Earns LEED Platinum Certification, First for Pro Stadium

Atlanta’s Mercedes-Benz Stadium, the brand-spanking-new home of the NFL’s Falcons and MLS’ Atlanta United has drawn praise for several firsts in stadium design since its opening this summer. The oculus-shaped roof and the scoreboard that wraps around the perimeter of the interior of the stadium roof are but two examples. A third and, to GreenSportsBlog, most important first, came to light last week when it was announced Mercedes-Benz Stadium had earned LEED Platinum certification, the first pro stadium^ to do so.

 

88.

While we are living in the “Moneyball” era of sports, dominated by complex, advanced statistics, that simple number may be the most significant metric of the year.

You see, 88 represents the most LEED points earned to date by any sports facility in the world. Atlanta’s Mercedes-Benz Stadium amassed that haul to become the first pro stadium to attain LEED Platinum level certification from the U.S. Green Building Council. For those keeping score at home, 80 points is the minimum threshold for LEED Platinum.

 

Mercedes Benz

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

 

Getting to 88 points didn’t just happen. It took an anything-is-possible vision and a consistent commitment to sustainability — from both environmental and community development points of view — from Arthur Blank, Owner and Chairman of the two teams.

“We set out to build a venue that would not only exceed expectations, but also push the limits of what was possible in terms of stadium design, fan experience and sustainability,” noted Blank. “[Our] goal was to achieve the highest LEED rating because it was the right thing to do for our city and the environment and with this achievement, we have a powerful new platform to showcase to the industry and to our fans that building sustainably and responsibly is possible for a venue of any type, size and scale.”

 

Arthur Blank LEED Platinum Certification Event

Arthur Blank, owner of the Atlanta Falcons and Atlanta United, speaking at the LEED Platinum announcement event for Mercedes-Benz Stadium (Photo credit: AMB Sports and Entertainment)

 

Blank’s innovative vision was executed by Scott Jenkins, General Manager of Mercedes-Benz Stadium, along with a team that included leading sports architecture firm HOK. “One of the reasons we were able to get to 88 points was that we aggressively pursued innovation credits, one of the newer elements of LEED,” offered Jenkins. “Arthur pushed the team to innovate in water, lighting, energy conservation, as well as in community development and social equity programming.” Here are some examples:

  • Mercedes-Benz Stadium earned every available LEED water credit by:
    • Using 47 percent less water than baseline standards due to water-efficient fixtures and conservation infrastructure
    • Building a 1.1 million gallon, underground water vault, providing the area with much-needed flood management
    • Storing another 680,000 gallons of water for use in irrigation and the stadium’s cooling tower
    • Restoring water to the nearby Flint River#
    • Partnering with community organizations like Trees Atlanta to share captured rainwater for tree irrigation
  • The stadium’s 4,000 solar panels power the equivalent of nearly ten Falcons games or 13 Atlanta United matches with clean, renewable energy. An important feature of the installation, said Jenkins, is that “most of the panels are visible to fans, as parking lot canopies and atop an underground garage.”
  • LED lighting throughout the building will reduce energy usage by as much as 60 percent
  • Three nearby MARTA light rail stations have resulted in 25-30 percent of fans taking mass transit to attend Falcons and Atlanta United games
  • Copious alternative transportation options, including a bike valet program, EV charging stations with capacity to charge up to 48 electric cars simultaneously and new pedestrian-friendly walking paths, provide more connectivity between communities

 

Bike Valet ATLUTDvsOC 091617_0043

Fans dropping off their bikes at Mercedes-Benz Stadium’s free bike valet at September’s Atlanta United-Orlando City match (Photo credit: AMB Sports and Entertainment)

 

 

M-B EV Charging

EV charging station adjacent to Mercedes-Benz Stadium (Photo credit: AMB Sports and Entertainment)

 

  • Partnerships with local organizations are training residents in the stadium’s Westside neighborhood in nursing, construction, culinary arts, IT and automotive with the goal of placing them in living wage jobs in the industry

 

The remains of the Georgia Dome, the Falcons’ prior home which was imploded Monday, will be handled in an environmentally sound fashion: 98 percent of its materials will be reused and thus will not end up in a landfill. One might expect a parking lot to take its place. But that was not what Blank had in mind. Instead, after the Dome’s concrete fills the hole the implosion created; after the metal and steel is salvaged, the Home Depot Backyard will open on that site next August. It will boast 13 acres of new greenspace and parkland for arts and cultural events, entertainment and community building on non-event days. Tailgaters will rule the roost on game days.

Blank’s sustainable vision extends beyond the stadium and environs. “It certainly was not lost on Arthur that, while Mercedes-Benz Stadium is situated in very close proximity to Spelman College, Martin Luther King’s childhood home and other sites of significance to the civil rights movement, it is also close to two very poor communities” shared Jenkins. “That’s a big reason why he made a significant investment in the Westside, going beyond even what was necessary to earn Platinum certification to make the stadium a focal point for new employment and community development opportunities.”

 

LEED Platinum Certification Event - from right - Rich McKay, Scott Jenkins, Arthur Blank

Scott Jenkins (c), General Manager of Mercedes-Benz Stadium, flanked by Rich McKay (l), President of the Atlanta Falcons and Arthur Blank, at the LEED Platinum announcement event (Photo credit: AMB Sports and Entertainment)

 

It must be noted that, while Mercedes-Benz Stadium’s 88 is the best LEED score ever, it’s not perfect.” Hey, I am a stickler!

So how can Blank and Co. improve on things? According to Jenkins, “we’re looking at reducing plastic usage — straws, for example — as well as increasing our vegetarian, vegan and healthy food offerings.”

These are worthy goals, indeed, and are examples of how Mercedes-Benz Stadium is taking the notion of sustainable sports venues to an entirely new level.

^ Sacramento’s Golden 1 Center is the first LEED Platinum-certified arena and the University of North Texas’ Apogee Stadium is the first collegiate stadium to earn that designation
# The Flint River is not to be confused with the city of Flint, MI, which, of course, which is living through its own serious water issue.

 


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