THE GREEN POINT OF DIFFERENCE


Industries from every sector of the U.S. economy have been influenced by concerns over environmental sustainability. “Green Consumerism” has caught hold with a vengeance, influencing how we choose cars, food, and even political candidates. And so it is with the attractions industry.


In October 2008, Busch Entertainment Corporation (BEC) announced a new wave of environmental sustainability initiatives at their theme parks, from hydrogen- fueled parking lot shuttles to dinnerware made from sugarcane and vegetable starch. Like BEC, almost every one of PGAV’s attraction clients is exploring new initiatives involving environmental sustainability. They are doing this for the right reason – to help save our planet for future generations. But our clients also recognize that they are dealing with a new and growing legion of consumers who are increasingly motivated to select green products over those that are less green.


But what do we really know about this Green Point of Difference? Do LEED-certified buildings more effectively communicate sustainable values than recycling bins? Are certain demographic groups more likely to select green products over other groups? Do consumer education programs on the environment matter more than green operations? Will consumers pay more for green attractions?


In an effort to help our clients and the industry as a whole understand this consumer trend, we launched our latest nationwide consumer study called “Survival of the Greenest.” We are particularly honored to have the Missouri Botanical Garden as a collaborator of this study. The Garden is one of the leading public gardens in the world, and a leading research institution whose mission is to “discover and share knowledge about plants and their environment, in order to preserve and enrich life.” The Garden is led by


Dr. Peter Raven, a Time Magazine “Hero of the Planet” and noted advocate for sustainability issues.


The findings of this study reveal an important understanding about consumer attitudes and perceptions regarding environmentally sustainable operations in attractions.


Want to learn more about the findings of this study?


Contact us at


marie.shellenberg@pgav.com for a copy of a detailed report.


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