New report by the US Green Building Council covers the impact of LEED and green practices
The U.S. Green Building Council has released its LEED in Motion: Venues report, which highlights the efforts of convention centers, sports venues, performing arts centers, community centers and public assembly spaces to transform their environmental, social and economic footprint through LEED certification. The report showcases some of the most impressive green venues around the world.
“The scope and scale of the venues industry is enormous, and the leaders creating these spaces have an important role to play in reducing environmental impact,” said Mahesh Ramanujam, president & CEO of USGBC. “By incorporating green practices, venues around the world are positively impacting their triple bottom line – people, planet, profit – while inspiring and educating others to be proactive in the areas of social responsibility and sustainability.”
Venues are large contributors to the U.S. economy. The U.S. Bureau of Labor Statistics reports that the number of conventions and events is expected to expand by 44 percent from 2010 to 2020 – far outpacing the average projected growth of other industries. Annually, the top 200 stadiums in the U.S. alone draw roughly 181 million visitors, and roughly 60 million people worldwide attend a consumer or industry trade show. Waste Management estimates that the NFL, MLB, NBA and NHL generate a combined 35,000 metric tons of CO2 each year from their fans’ waste. The convention and trade show industry, one of the largest global contributors to waste, produces an estimated 60,000 tons of garbage each year.
Venues that incorporate LEED (Leadership in Energy and Environmental Design), the world’s most widely used green building rating system, into their buildings enjoy increased cost-savings, decreased annual operating costs and a higher return on investment overall. According to the 2015 Green Building Economic Impact Study, from 2015-2018, it is estimated that LEED-certified buildings in the U.S. will have saved more than $2.1 billion in combined energy, water, maintenance and waste savings.
The report highlights the green strategies and savings of more than 30 LEED-certified venues across the globe, including Orlando Magic’s Amway Center, the first NBA arena to earn LEED Gold certification using the LEED Building Design + Construction: New Construction rating system, was able to save nearly a million a year, including close to $700,000 in annual energy costs alone because of LEED certification.
At one of the most renowned regional theaters in the country, The Old Globe’s 108,000 square foot complex in San Diego, green strategies were implemented so as not to disrupt the buildings’ aesthetics and primary focus on performance. Low-flow fixtures and aerators reduced overall water usage by 32 percent, LED retrofits and timer installations resulted in savings of more than 14,000 kilowatt hours per year, and an increase of recycling bins and staff education created the potential for more waste diversion.
Another prominent example is Shanghai 2010 Expo Center’s implementation of sustainable strategies such as a vegetable roof garden, rainwater recycling system, LED lighting, water source heat pumps, high-efficiency water-use fittings and irrigation, which resulted in the project achieving 82.5 percent annual total water savings and a 93 percent reduction in storm water runoff volume.
LEED is used in more than 164 countries and territories with international demand continuing to grow. According to the Dodge Data & Analytics World Green Building Trends 2016 SmartMarket Report, global green building continues to double every three years. In the next ten years, green building’s growth rate is expected to continue at both the domestic and international levels. USGBC’s recent Green Building Economic Impact Study analyzed the economic impact of green construction on the U.S. economy and found that LEED-certified buildings account for 40 percent of the green construction market’s contribution to the U.S. GDP in 2015. The report also projected that by 2018, green construction will account for more than 3.3 million jobs and generate $190.3 billion in labor earnings in the U.S.
LEED is a simple and effective program for navigating complex, sometimes competing, building and environmental issues affecting humans worldwide. Every day, more than 2.2 million square feet of space certifies to LEED. There are more than 36,300 LEED-certified commercial projects representing more than 5.4 billion square feet of certified space and an additional 53,180 projects, totaling 11.6 billion square feet of registered space.
LEED in Motion: Venues is the latest in a series of reports from USGBC designed to provide a holistic snapshot of the green building movement. The report equips green building advocates with the insight and perspective to understand the use of the globally recognized LEED rating system and to make a strong case for sustainable building activity.
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Marketing matters: from IBM to Kyndryl
Prior to joining Kyndryl as Chief Marketing Officer, Maria had a 25-year career at IBM, most recently as the tech giant’s CMO where she oversaw all marketing professionals and activities across North America, Canada and Latin America. She has held senior global marketing positions in a variety of disciplines and business units across IBM, most notably strategic initiatives in Smarter Cities and Watson Customer Engagement, as well as leading teams in services, business analytics, and mobile and industry solutions. She is known for her work with teams to leverage data, analytics and cloud technologies to build deeper engagements with customers and partners.
With a passion for marketing, business and people, and a recognized expert in data-driven marketing and brand engagement, Maria talks to Business Chief about her new role, her leadership style and what success means to her.
You've recently moved from IBM to Kyndryl, joining as CMO. Tell us about this exciting new role?
I’m Chief Marketing Officer for Kyndryl, the independent company that will be created following the separation from IBM of its Managed Infrastructure Services business, expected to occur by the end of 2021. My role is to plan, develop, and execute Kyndryl's marketing and advertising initiatives. This includes building a company culture and brand identity on which we base our marketing and advertising strategy.
We have an amazing opportunity ahead at Kyndryl to create a company brand that will stand apart in the market by leading with our people first. Once we are an independent company, each Kyndryl employee will advance the vital systems that power human progress. Our people are devoted, restless, empathetic, and anticipatory – key qualities needed as we build on existing customer relationships and cultivate new ones. Our people are at the heart of this business and I am deeply hopeful and excited for our future.
What experiences have helped prepare you for this new opportunity?
I’ve had a very rich and diverse career history at IBM that has lasted 25+ years. I started out in sales but landed explored opportunities at IBM in different roles, business units, geographies, and functions. Marketing and business are my passions and I landed on Marketing because it allowed me to utilize both my left and right brain, bringing together art and science. In college, I was no tonly a business major, but an art major. I love marketing because I can leverage my extensive knowledge of business, while also being able to think openly and creatively.
The opportunities I was given during my time at IBM and my natural curiosity have led me to the path I’m on now and there’s no better next career step than a once-in-a-lifetime-opportunity to help launch a company. The core of my role at Kyndryl is to create a culture centered on our people and growing up in my career at IBM has allowed me to see first-hand how to prioritize people and ensure they are at the heart of progress in everything Kyndryl will do.
How would you describe your leadership style?
I believe that people aren't your greatest assets, they are your only assets. My platform and background for leadership has always been grounded in authenticity to who I am and centered on diversity and inclusion. I immigrated to the US from Chile when I was 10 years old and so I know the power and beauty that comes from leaning into what makes you different from other people, and that's what I want every person in my marketing organization to feel – the value in bringing their most authentic self to work every day. The way our employees feel when they show up for themselves authentically is how they will also show up for our customers, and strong relationships drive growth.
I think this is especially true in light of a world forever changed by the pandemic. Living through such an unprecedented time has reinforced that we are all humans. We can't lead or care for one another without empathy and I think leaders everywhere have been reminded of this.
What’s the best leadership advice you’ve received?
When I was growing up as an immigrant in North Carolina, I often wanted to be just like everyone else. But my mother always told me: Be unique, be memorable – you have an authentic view and experience of the world that no one else will ever have, so don't try to be anyone else but you.
What does success look like to you?
I think the concept of success is multi-faceted. From a career perspective, being in a job where you're respected and appreciated, and where you can see how your contributions are providing value by motivating your teams to be better – that's success! From a personal perspective, there is no greater accomplishment than investing in the next generation. I love mentoring younger professionals – they are the future. I want my legacy as a leader to include providing value in work culture, but also in leaving a personal impact on the lives of professionals who will carry the workforce forward. Finding a position in life with a job and company that offers me a chance at all of that is what success looks like to me.
What advice would you give to your younger self just starting out in the industry?
I've always been a naturally curious person and it's easy for me to over-commit to projects that pique my interest. I've learned over years of practice how to manage that, so to my younger self I’d say… prioritize the things that are most important, and then become amazing at those things.