C ONFERENCES &
TR ADE SHO WS
GREEN ROUTE “ ”
In addition to hard dollars and in-kind agreements, partnerships can also be in the form of community engagement... — Chris DeVolder.
Growing Number of ‘Green’
Facilities & Sponsorships As more and more venues establish green policies, procedures and implementation, the number of potential sponsors rises. There are a growing numbers of compa- nies who provide a green service or prod- uct who are looking for additional ways to share their brand — including green clean- ing companies, the low-emission energy providers, and companies that use recycla- ble products — and who all therefore become potential sponsors. Recycling bins are a good example of
potential sponsor opportunities. These bins can be co-branded to promote events, earn revenue, and gain brand recognition for the sponsor, all while reducing the amount of landfill waste leaving the venue and reducing waste costs. In addition to hard dollars and in-kind
agreements, partnerships can also be in the form of community engagement. The US Naval Academy Navy-Marine Corps Memorial Stadium created an exercise path around the extents of the stadium site. The path created the opportunity to develop a natural rainwater runoff catch- ment and treatment approach. The combi- nation of the exercise path and rainwater
20 th AN N I V ER S AR Y P AR T II/ S U M M ER 1 2
catchment created an ongoing amenity for the stadium and the community to sup- port, leading to other initiatives. A critical consideration, given the
potential sensitivity of environmental sus- tainability, is to approach this effort as a longer duration sponsorship package, not as a way to ‘earn a quick buck’ and gain press. Publicising a few recycling contain- ers could turn against you, as your mes- sage may appear shallow to a message-savvy public. But, if you have an authentic environmental commitment and matching values, the diversity of potential sponsors is widespread. A venue-wide ini- tiative, such as LEED certification and a substantial, measurable programme, dem- onstrates a facility’s commitment and in turn opens up additional avenues for sponsorships. Some of the areas to consider partner- ships and/or sponsorships include energy, water, lighting, products in your venue (building materials/maintenance prod- ucts), transportation, ongoing purchases, food service products, and recycling and waste. Facility Managers should then share their initiatives with their current partners, as they could very well have green initia- tives of their own.
P AN S T AD I A
The International Association of Venue Managers (IAVM) is the world's largest professional association dedicated to issues relevant to the management of public assembly venues. In relation to Green
Initiatives and how facilities can be growing these and increasing sponsorships, the association has set up a Sustainability Committee.
Creating a Win-Win Another example is the rise in small solar
projects at venues that creates a win-win for all parties. Solar third-party leases are a good way to engage with partners in your green programmes, without the upfront costs. A solar company looking for signifi- cant roof space may be an opportunity to ‘lease’ your roof to them for the generation of clean renewable energy. This provides your venue with added revenue and gives the solar company a way to share their brand. An added bonus is the potential of buying solar power from your new partner. If you are in a state that has a Renewable Portfolio Standard (RPS) for utilities and renewable incentives, contact your utility/ solar provider to see if there is a partner- ship for you. The industry now has many companies that will align sponsors with your venue (i.e. “this American Energy solar installation is brought to you by Joe’s Pota- to Chips”). If your arena, stadium or auditorium is
already tracking through green initiatives, work with your marketing team to explore additional revenue and ways to strengthen your partnerships. For those who do not have green programmes in place, you can
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