May 2008 From the Editor: The green rush By Danica Tormohlen
I was speaking with someone last week who said she was “sick of hearing about going green.” I can sympathize — not a day goes by that I don’t hear about a new green show, an existing show that’s launching a green pavilion, hotels adopting green practices, booths that are eco-friendly, suppliers enhancing their recycling efforts or convention centers reducing their carbon footprints. But in all honesty, I think this is more than just a trend. I think green is going to be a new way of life. I also think, in our industry, we’ve only just begun. (In fact, most of you haven’t yet begun.)
As consumer demand for green goods and practices increases, more corporations will institute green policies. And you can bet these green mandates will trickle down to the trade show and event departments. A recent study by Event Marketer (EXPO’s sister publication covering the corporate event industry) indicated that 41 percent of event marketers will be implementing green initiatives within the event function in the next 12 months. (Fifty-nine percent said they’ll do so as a result of corporate responsibility mandates.) What will you say when your exhibitors ask to see your sustainability statement?
Governmental regulation won’t be far behind either. The Environmental Protection Agency has identified the trade show and convention industry as the second most wasteful in the United States. The problem, of course, will be confusion in the marketplace. There are no standards for what’s “green.” What’s green in one state will no doubt be different from the next.
The list of green issues for shows to address is truly endless. Are recycling bins and recycled carpet enough? Is it greener to use glasses that require energy and water to clean or disposable cups made from recycled products? Should you require hotels within the block to be LEED certified? How do you compare the green practices and pricing of your suppliers? And perhaps most importantly, how much more will all of this cost you?
Red 7 Media’s Green Event Summit (June 12-13, Palace Hotel, San Francisco) is a response to these questions. Alongside our three sister publications, EXPO is producing an education track to provide hands-on green tips and techniques you can implement at your next event. We’ve got an awesome lineup of topics, and the most knowledgeable speakers in the industry. You’ll also interact with corporate exhibitors, event designers and special event producers attending the other program tracks.
Greening your show is a process. It doesn’t all have to be done at this year’s event. There’s a lot to absorb, so you’ll need to set short- and long-term goals to make it more manageable. Plan now to attend this important program to help create your strategy, and also consult the huge green archive we’ve created at www.greeneventsummit.com.
Danica Tormohlen, Editor dtormohlen@red7media.com
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