Feature - January/February 2008

The Lodge Conference Center at the Lodge & Spa at Callaway Gardens has been recognized as the first U.S. Green Building Council Leadership in Energy and Environmental Design (LEED) conference center in the world. Photo courtesy of The Lodge & Spa at Callaway Gardens

By Diana Rowe

All across the globe, corporations are making their mark through investments aimed at improving the planet’s social and environmental problems. Planners are challenged to do the same — one meeting at time.

Think trickle-down economics: “It all boils down to relationships,” said Kim Boriin, CMP, senior events marketing specialist for Guardian Investor Services LLC, in New York City. “Hosting an eco-friendly meeting sends the subliminal message that we are being responsible about our impact on the environment in our practice of bringing our attendees into one

“Never doubt that a small group of thoughtful, committed citizens can change the world; indeed it’s the only thing that ever has!” – Margaret Mead, an American cultural anthropologist

place.” Boriin added, “Incorporating corporate social responsibility also implies that we are going to be responsible about doing the right thing for their business too, and from a bigger picture, it is the right thing for everyone.”

It’s a phenomenon that goes by several names: corporate social responsibility (CSR), corporate responsibility or corporate citizenship. But no matter what you call it, the idea that companies should consider their impact on the world, while simultaneously pursuing the quest for profit, has been gaining traction over the past decade and has now reached an all-time high.

In 2006, U.S. charitable giving reached a new record of $295.02 billion, an estimated $11.97 billion more than 2005, according to the Glenview, IL-based Giving USA Foundation. Donations by corporations and corporation foundations are estimated at $12.72 billion in 2006, and more than 1,000 companies now publish sustainability reports — that’s up from zero 10 years ago.

Waste not want not: David Rosenthal, a member of Special E’s Rescue Squad, transports leftover food from an event at Caesar’s Palace in Las Vegas to The Vegas Rescue Mission and The Salvation Army. Event planning resource Special E, LLC, rescues leftovers from meetings, parties and special events in every major U.S. market. Their services include delivering leftover food to shelters, soup kitchens and food banks; recycling beverage containers; delivering leftover flowers and centerpieces to hospitals and nursing homes; redirecting extra event supplies to families in need or re-purposing into other useful products. For information visit www.thespeciale.com. Photo courtesy of Special E

Although Boriin’s team doesn’t have a corporate mandate (yet!) to include CSR in their meeting planning, his vision came to fruition with his board position as vice president of education for Financial and Insurance Conference Planners. FICP is one of the most highly respected organizations for planners in the meetings industry.

“With a three-year term,” recalled Boriin, “I wanted my vision statement to reflect my passion. That is to raise awareness of CSR and green meetings, and to create a bond with like-minded associations and businesses to continue the movement. FICP is moving forward on that vision, and my team at Guardian is working to embrace and practice these elements.”

Boriin and FICP take one meeting at time, with the philosophy that it’s never too late to incorporate sustainable business practices. “We’d already gone to contract at the St. Regis Resort, Monarch Beach in California and were in the home stretch. I sat down with my committee and the hotel, and said that even though we were in the home stretch, that I’d like to find out what we can share with our attendees regarding your green practices.”

Although the St. Regis team didn’t have an immediate answer, they promised to work on it. Six months later, the hotel had appointed a director and started a green team, ready to work with Boriin.

Where to start? Boriin recommends working in stages. “We’ve added the EPA Checklist for Sustainable Business Measures and Practices points to our RFPs. The key is to set the tone that socially responsible meetings are important.” (See box on page 21.)

Sometimes choosing the right property shows an appreciation of the environment and creates a positive impact, too. Luke Mansour, director of sales for the Columbus, GA-based Synovus Financial, selected the Lodge & Spa at Callaway Gardens, Pine Mountain, GA. Mansour admits his initial goal was to secure a non-convention center atmosphere and enjoy the outdoors as a group.

“What we got was a premier Georgia resort minutes from Atlanta fully capable of catering to meetings,” said Mansour, “and we retreated into 13,000 acres of lush, eco-friendly landscape and architecture, including two of Georgia’s top golf courses. Every breakout room opens into courtyards, and nature is steps away. When we discovered that the center was also LEED-certified, we knew we’d made the right decision.”

At its debut last spring, Callaway’s Lodge Conference Center was recognized as the first LEED-certified business conference center in the world. Their Lodge & Spa application for LEED certification is pending. The U.S. Green Building Council’s Leadership in Energy and Environmental Design (LEED) certification is the nationally accepted benchmark for green buildings. LEED uses building materials that are easier on the environment and healthier for people, making building operations more environmentally friendly and efficient.

Callaway’s environmental initiatives include on-property recycling programs, native plantings  — which require less water — energy-efficient EarthCraft House community construction and daily monitoring of energy consumption. And, as of last December, the property began using wind power credits to offset conventional electricity usage.

Two good resources — Green Lodging News (greenlodgingnews.com) and the U.S. Green Building Council’s Web site usgbc.org — provide updates on new LEED-certified properties such as The Hilton Vancouver Washington, the first LEED-certified Hilton in the world and one of only a handful of LEED-certified hotels in the United States.

Aramark Harrison Lodging (AHL) is taking a holistic approach to sustaining the environment, incorporating environmentally friendly paper products, building and cleaning materials, and lighting and landscaping, while also providing the highest quality foods and activities that maintain a healthy lifestyle and help the planet. AHL operates more than 50 conference centers, corporate training centers and specialty hotels in educational environments throughout the U.S., such as the IACC-approved National Conference Center in Lansdowne, VA. The National Conference Center was awarded Green Seal’s Lodging Sustainability certification, which is based on a variety of green practices and purchasing standards.

Aramark Convention Centers & Cultural Attractions recently expanded its environmental stewardship efforts to include all of its locations. They have developed environmentally friendly operating guidelines and

The Hilton Vancouver Washington is the first LEED-certified Hilton Hotel in the world. The hotel is currently applying for Green Seal Certification. Photo courtesy of Hilton Vancouver Washington

practices in five key areas: sustainable food, earth-friendly procurement, building design and operations, energy and water conservation, and waste management.

There’s no getting around it. Travel, by its very nature, creates an environmental footprint. There are now more eco-friendly hotels, travel agencies, rental car companies, transportation vendors, and even airlines than ever before, making it possible for green-minded planners and their companies to lessen their impact on the environment.

Environmentally responsible meetings are not only good for the earth, they’re great for business. Planning or supplying a green meeting gives you the competitive edge, a great reputation, and can save you time and money in the process.

To put real numbers on the trend, PRA Destination Management cited results from a recent IMEX focus group survey, which found that 75 percent of meeting and incentive travel buyers believe that issues of corporate social responsibility will become progressively more important every year; 42 percent take environmental considerations into account when planning meetings, conferences or incentive travel programs. (IMEX is a worldwide exhibition for incentive travel, meetings and events.)

PRA Destination Management Inc. is a franchisor of destination management companies throughout North America. Besides developing and providing socially responsible programs and practices at each of their destinations, PRA is also incorporating environmental considerations in their own daily business practices.

According to Shari Millman, vice president of operations for PRA Destination Management, “With locations throughout North America, we noticed our corporate clients moving toward more corporate social responsibility and green initiatives, and we wanted to be on the cutting edge to target that goal.”

Millman agreed that this concept is still fairly new to the meeting industry, but she feels it begins with education. “We find the suppliers and vendors, and we educate them on eco-friendly approaches to meetings. We also work within our community and use local buyers for catering, local growers and organic materials. Sometimes planners get wrapped up in the big picture of their meeting’s carbon footprint, but we try to think of each individual element from airplanes to local transportation.”

As part of the environmentally friendly meeting concept, PRA performance team members from 19 franchise offices recently spent three days in Phoenix for a national sales meeting with the theme “Green Meetings.” Partnering with Alan Ranzer with Impact 4 Good, they created a teambuilding activity building solar cars from kits using recyclable products, with the attendees ultimately participating in a round robin drag-race. The cars were then donated to the Thomas J. Pappas School in Phoenix along with brand new solar kits and classroom curriculum.

“This teambuilding activity is just one of many that we’ve added to our list of possible green-friendly and CSR activities available across the country,” noted Millman. “We partner with many organizations like Impact 4 Good to match the CSR and green-friendly events with the client. Examples include helping New Orleans build homes or building bikes for charities and donating to local kids’ organizations.

“We used to call CSR activities ‘programs with purpose,’” said Millman. “Today it’s also called ‘voluntourism.’ Whatever the current term, we’re just happy to make a difference.”

Kelly Schulz, vice president of communications and public relations for New Orleans Convention & Visitors Bureau commented, “It shouldn’t take a major catastrophe like Hurricane Katrina to raise awareness for corporate social responsibility, but this is one of the great things that came out of this tragedy. From planting trees to rebuilding homes and schools to building beehives, thanks to the help of corporations and individuals New Orleans is coming back.”

For suggestions on voluntourism options, Schultz recommended that planners check with the local DMCs and CVBs. “Rebuilding after a major catastrophe isn’t the only need in a city. E

Wen-I Chang, creator and founder of LEED Gold-Certified Gaia Napa Valley Hotel and Spa, Napa Valley, CA, stands next to the real-time energy display in the hotel’s lobby. The display shows how much energy the green hotel is using and saving, moment by moment, along with the energy contribution from the solar panels on the roof. Photo courtesy of Gaia Napa Valley Hotel and Spa

very destination can identify a need with local artists and musicians, museums, cultural activities, and charitable organizations in need of a boost. Planners only have to ask, and we are happy to connect the meeting’s objective with an appropriate charity or need.” 

Stephanie Dillon, CCTE, is assistant vice president, global travel, meetings and events for Los Angeles-based The Capital Group Companies Inc., a group of investment management companies. She is also co-chair of the National Business Travel Association’s recently formed Corporate Social Responsibility Committee. The NBTA represents more than 3,000 corporate and government travel managers and travel service providers. According to Dillon, CSR includes diversity programs, various philanthropic programs and green initiatives. “CSR is really an investment in our future, not a political issue, but a global one. The reality is that CSR is a long-term investment, and vision in people and community. An immediate return may not be realized by corporations, but if employees are healthy, and if healthy people are buying their products or services down the line, then everyone wins.”

Bart Speziali is the executive vice president of Sun National Bank in Vineland, NJ. Sun National Bank was founded in 1985 as a small community bank that has grown to 70 branches “Our philosophy was doing business in a community meant we should participate in the community. We support corporate social responsibility, not just because it’s good business, but because it’s the right way to run a business.”

Like hundreds of other companies across the U.S., Sun National Bank urges its employees to offer community support. In fact, Sun even pays their employees to volunteer for four hours per month. Speziali admits four hours is a small portion of the time demands of most community volunteer projects, but by compensating their employees, the small action shows that Sun Bank supports the community too.

Harris Rosen, president and COO, Rosen Hotels & Resorts (third from right) accepts the Florida Department of Environmental Protection’s (FDEP) Green Lodging designation for his Rosen Plaza Hotel, Orlando, FL. The Florida Green Lodging Program recognizes hotels for their energy and water efficiency, waste reduction and clean-air practices. Pictured with Harris Rosen are (left to right) Vivian Garfein, director, Central District, FDEP, Gary Hudson, G.M., Rosen Plaza, Victoria Hall, director of sales and marketing, Rosen Plaza, Keith Showers, assistant G.M., Rosen Plaza and Jeff Prather, ombudsman, Central District, FDEP. Photo courtesy of Rosen Plaza Hotel

Sun Bank supports several local charitable events, including sponsoring an annual Sun National Bank Golf & Sporting Clays Invitational for their local United Way of Atlantic County. This unique all-day event combines a golf tournament at the Seaview Marriott Resort & Spa with clay shooting at the nearby Red Wings Sporting Clays. Over the 12 years that Sun Bank has sponsored the event, they’ve raised $980,000.

Speziali is an advocate of adding community voluntourism to a CSR program. “There are so many opportunities within your local landscape, and there are as many worthy causes — and you don’t have to leave home to make a difference. Our golf/sporting clay event just celebrated its 12th year, and not only are we able to support the United Way,  but we also build personal and professional relationships.” 

So how does a planner put environmental and social responsibilities into practice? Start by incorporating the EPA’s Checklist for Sustainable Business Measures and Practices (see box on page 21) into your RFPs. Consider voluntourism as a teambuilding activity, but don’t forget to start at home within your own community. Real change starts with the little steps that help make smaller carbon footprints in the environment. The strategic role meeting planners are privileged to play in this exciting grassroots effort really can, as Margaret Mead said, “change the world.”    I&FMM

For More Information... The Green Meeting Industry Council is the central location for information and tools to help planners create meetings and events that achieve economic objectives, tread lightly on the earth and contribute to host communities. Visit www.greenmeetings.info. Sustainable Travel International has an eco-destination guide searchable by vacation type and/or region. Visit www.sustainabletravelinternational.org. ResponsibleTravel.com offers an easily searchable database of eco-aware hotels and resorts around the world. www.greenbiz.com is a leading information source on how to align environmental responsibility with business success. The U.S. Environmental Protection Agency’s green meetings page — www.epa.gov/oppt/greenmeetings — offers strategies on how to “green” meetings. www.zerowaste.org is a non-profit partnership working to develop and promote zero waste. www.environmentallyfriendlyhotels.com. Search this Web site to find hotels — bed and breakfasts, resorts, motels, lodges and inns — worldwide that are committed to the environment and greening of the hospitality industry. Rates properties on a scale of 1 to 7 for eco-friendly commitment. www.greenhotels.com offers a free, downloadable “Meetings Planners Questionnaire for ‘Green’ Lodging Establishments.” Carbon offsetting is the ability to purchase an “offset” to compensate for the eco-footprint of your auto or air travel. Several companies offer this service, along with mileage calculators on their Web sites to calculate your emissions. Each service offsets in a different way — one might support an initiative to plant trees and another might put the funds toward building wind turbines. Some links to carbon offsetting services:  www.terrapass.com, www.nativeenergy.com, www.carbonfund.org and www.renewablechoice.com.