Marketing Sustainable Buildings
While cost reduction is still a primary motive for many green retrofits and energy efficiency may still top the list, what are the other drivers that you can market to potential clients and investors?
How about corporate environmental commitment?
Public relations and publicity
Building value
Occupancy rates
How do you attract tenants?
Marketing to building owners, tenants and the public
Making a healthier environment profitable: Physically and socially.
Charting a course for "new ways to thinking"
Participants
Ilana Judah, AIA, LEED, Manager of Sustainability, FX Fowle
Meade N. Boutwell, LEED AP, Senior Vice President, CB Richard Ellis
CONFERENCE HIGHLIGHT
EAST COST & WEST COST RETROFIT CASE STUDIES
9:40 AM
The Empire State Building: A Model for Analyizing costs and Benefits of Energy Retrofits in Existing Buildings
The owner of the Empire State Building assembled a team of real estate, energy and environmental experts to look at more than 60 potential energy efficiency strategies at the 2.5 million-square-foot building. After a thorough analysis, the team settled on eight projects that offered the optimal balance of reduced energy usage greenhouse gas emissions on one hand and low implementation cost on the other. The program, currently being implemented, will reduce energy usage by up to 38 percent, saving the owner and tenants $4.4 million in energy costs annually, at an upfront cost of $20 million. The program manager for the project will provide details on the innovative process and projects, including:
Setting up a collaborative team and process to ensure timely execution and measurable success
Using the Department of Energy eQuest and other technology tools to analyze green strategies
Achieving the optimal result: not the cheapest possible solution, nor the greenest, but the most practical combination of cost and benefit
Motivating tenants to join in energy-reducing practices, without setting requirements
Finding the unexpected benefit: how the analysis showed that refurbishing existing windows would lead to better results than replacing them or leaving them as is
Replicating the Empire State Building model at other buildings
Participant
Ari Hoffman, PE, Senior Project Manager, Jones Lang Lasalle
10:15 AM
JUSTIFYING Retro Fit SUSTAINABILITY expenditures to the board – a case study of RESS’ results for Plantronics, Inc.
As an integral part of our clients’ long-term corporate growth strategy, Real Estate Strategies & Solutions (RESS) drives Sustainability initiatives in line with business performance objectives. Supporting executives and their boards in leveraging the organization's most undervalued asset — Real Estate.
Unlock hidden earning potential by optimizing facility operations and delivering capital programs which connect people and sustainable built environments to business value. Case study: 23+ million dollar retrofit of Plantronics, Inc. headquarters campus in the bay area. The Portfolio of projects comprised of building additions, hazardous material remediation, tenant improvements, a new enterprise data center and solar photovoltaic rooftop system.
Ultimately, Sustainable Retrofit capital expenditures can and must, in today’s market, measurably increase corporate earnings and shareholder value.
Leveraging and aligning currently held and new real estate assets to corporate Sustainability objectives
Strategically sourcing and benchmarking best-in-class service providers in the new “Green” industry.
Controlling quality and mitigated capital outlay delivery risks through IPD and performance guarantees.
Participant
Michael Hanneken, President, Real Estate Strategies & Solutions
Daren Moore, Sr., Business Manager, Real Estate Strategies & Solutions
11:00 AM
Morning Refreshments & Networking Opportunity
Afternoon Concurrent Sessions - Choose Track "A" or "B"
Track A
11:15 AM
Green Leases: More Than Lease Language
The concept of green leases is discussed frequently in the market these days and the market now has several good resources to help with possible lease language that helps tenants and landlords benefit from the financial savings of green building. Yet green lease language by itself does not fulfill the entire market need. Successful green projects have always been built around collaboration among all interested and invested partners, and the green leasing process should be no different. Selecting, leasing, and building out tenant space is a complex process and while the lease terms frame key legal areas of the tenant/landlord relationship, decisions are made in every step of the process that impact the project’s success on green goals.
This session will discuss trends in demand for green building and how to integrate green thinking into every step of the leasing process, including selecting your team, qualifying buildings, landlord negotiations and specific green lease clauses.
Participant
Marc Heisterkamp, Director, Commercial Real Estate, U.S. Green Building Council
Track B
11:15 AM
Smart Decisions in Materials, Waste, Water & Electricity
There is a large variety a "smart" options for sustainability when it comes to green buildings. There are also a variety of strategies that are used when retrofitting the operations of green buildings. This sessions lays out some of green materials being used today. How they impact the environment of the buildings and how they can be evaluated.
Lighting the way: Retrofitting existing lighting
Available water conservation options
Ways to establish resource efficiency
Evaluating indoor air quality and how it can be enhanced
Recycling
Participants
Jim Coyle, LEED AP, Senior Project Manager, Charles Pankow Builders
Michael Wolfe, Director of Business Development, Scientific Certified Systems
Track A
12:00 PM
Green Insurance & Lending Programs
A quick review of available green insurance and lending programs demonstrates that they offer favorable rates and industry participants would be smart to take advantage of them.
What types of environmentally friendly building retrofit projects are lenders active in financing?
How favorable are the terms compared no non-green developments?
How is this market shifting in favor of sustainability?
Track B
12:00 PM
Urban Planning in the Sustainability Sphere
At the core of sustainable urban planning are both economic and environmental principals. Transforming an existing urban landscape into a viable city or neighborhood without loosing site of the history and culture is key. This session addresses the essential components of retrofitting an urban area including:
Green retrofitting and sustainability in commercial, industrial and residential buildings
Achieving energy efficiency and exploring real world applications for alternative energy
Green roofs, walls and design applications
Transportation development areas
Afternoon Concurrent Sessions Conclude
12:45 PM
Luncheon for Speakers, Sponsors & Delegates
1:45 PM
An End to Approach to Performance Portfolio Improvement
Building portfolios continue to age and competition for tenants is fierce, yet due to the recession, operational budgets have been slashed. Most institutional owners are challenged to fund development of information systems, analytics or staff to address portfolio performance improvements comprehensively.
There is also growing market pressure to implement these improvements, as the strategy of certifying the top quartile of buildings (the low hanging fruit approach) to LEED has created a class of remaining buildings that the public perceives as being not green. This means that there are untapped savings to be reaped within the portfolio space.
However, the process of characterizing a portfolio’s performance - identifying appropriate improvements, prioritizing and financing improvement packages, and fulfilling changes and measuring return on investment - is complex.
This session will provide attendees with a methodical, end-to-end approach to evaluating and prioritizing building performance improvements across a portfolio of buildings focused on optimized cost savings.
Participants
Tom Paladno, President, PE, Assoc. AIA, LEED AP, Paladino and Company
Joyce Ferris, Founder and Managing Partner, Blue Hill Partners
2:30 PM
Case Study – Broadway Lofts
Participant
Marc Jasso, President , California Smart Building Association
3:00 PM
Afternoon Refreshments & Networking Opportunity
3:15 PM
Solar Power for Existing Buildings
Is your property a good candidate for solar power? Today, qualified property owners are able to get solar power installed with zero out-of-pocket expense. Come learn the key criteria that determine whether solar power is viable for your existing building and discover the solar funding options that may be available to you. The session will review the following topics:
Solar feasibility
Funding options
Case studies
Participants
Peter Stoll, Senior Project Developer, Solar Power Partners
Grant French, Corporate Sustainability Manager, Swinerton Builders
3:45 PM
Redevelopment: An excellent sustainability platform
Over the last decade there has clearly been an up tick in the incorporation of sustainability and green solutions in redevelopments across the country. Sustainable development and redevelopment can enhance a community resulting in improved streets, sidewalks and buildings, not to mention the economic benefits to cities and developers alike. A broad spectrum of sustainable redevelop platforms will be addressed in this session:
Affordable housing, parks and deblighting commercial and industrial areas
Natural systems and native ecological restoration
Integrated design solutions for public and private development
Storm water practices, management and design solutions
Reap the available rewards from
which can be secured through green
lending programs Evaluate the type of tax credits which are available for efficiency upgrades Take advantage the cost savings which are available with energy retrofits Realize how you can enhance portfolio returns with investment in green retrofits Obtain information which will guide you in how to green a property Find the best way to finance green retrofits Identify ways to reduce your carbon footprint while streamlining your business practices Turn the environmental and economic crisis into an investment opportunity Stand out from your competitors by marketing how you are greening your workspaces