What's Possible

3 Posts authored by: cpotteke

In John Bernd’s recent post Building Efficiency Isn’t a Game, or Is It? he discussed the principles of gamification: increasing engagement by turning otherwise common tasks into those that are fun or offer an incentive. Sports marketing naturally lends itself to gamification, but these principles have been at work for decades. Do you recall the last time you used your rewards card to get a discount at your favorite retailer? That’s right — gamification was in play.

 

In consumer marketing, the ability to assign metrics to brand interaction and loyalty becomes invaluable. Social media has provided a platform for quickly and accurately gauging interest unlike anything we’ve ever seen before. In the appropriate application, these metrics then can be used to determine ROI in a different sense — Return on Influence. Unlike the traditional definition of ROI (return on investment), Return on Influence measures exactly how much interest is generated by reactions to social media engagement, such as retweets on Twitter® or likes on Facebook®.

 

This same principle is at work with the growing popularity of social influence indicators such as Klout and the recently launched Kred. Both use gamification to some degree — as you interact more with social media, your score increases. Eventually, these scores lead to some level of professional or personal recognition to help establish status in the community.

 

Now that building data has entered the social media space with the release of Panoptix by Johnson Controls and its companion, the Panoptix Connected Community, what are the possibilities for creating similar metrics to measure the influence of sustainable or energy-efficient buildings?

 

The same factors that motivate people to seek their own social influence could be applied to sustainable and energy-efficient building influence:

  • The impact of energy and carbon data collected by today’s smart buildings is influential.
  • The scoring and tracking of this data can introduce a competitive element.
  • Buildings can compete by building type or within their competitive markets and trade organizations.

 

The concept already has proven successful through the EPA’s Energy Star rating system for buildings, so why not take it one step further and measure building influence?

 

People and organizations who do socially responsible things want to be recognized for it — and they should. The resulting recognition not only will help building owners and operators become more influential within their own organizations, but also it could impact the decision-making of the people and communities in which they interact.

 

®Facebook is a registered trademark of Facebook, Inc.

®Twitter is a registered trademark of Twitter, Inc.

The Florida Marlins recently announced that the new Marlins Ballpark is on track to be certified Leadership in Energy and Environmental Design (LEED)-New Construction (NC) Silver by the U.S. Green Building Council. If all goes as planned, the new ballpark will be the first LEED-NC-certified baseball stadium with a retractable roof.

 

The stadium is located in an area that promotes the use of alternative transportation, including bicycles and public transportation, but that’s just one of the many reasons it is expected to be LEED-NC-Silver certified.

 

Eco-friendly Features Set Stadium Apart

  • To date, approximately 98 percent of construction waste has been diverted from landfills.
  • Approximately 51 percent of the stadium’s construction materials include regional content.
  • Approximately 41 percent of the cost of material purchased to date includes recycled content.
  • The stadium uses low-VOC paints, coatings and finishes.
  • A glass façade is designed to maximize natural lighting.
  • Installation of 249 waterless urinals, providing an estimated savings of approximately 6 million gallons of water per year at the stadium.

 

The Marlins have made a strong commitment to operate a more sustainable ballpark, and the franchise works to ensure that focus is carried out in other areas, including managing waste diversion, purchasing, cleaning and energy efficiency. This creates a unique challenge for the Johnson Controls ballpark operations team because the management of daily ballpark operations will be further impacted by the high number of special events that are expected to draw larger crowds to this unique, industry-leading stadium.

 

Beyond event-based support, the Johnson Controls ballpark operations team will help manage ongoing material acquisition and maintenance policies. This includes complying with LEED-specified requirements to monitor the ongoing purchases of electronics and consumable materials and implementing eco-friendly pest and refrigerant management programs.

 

Teaming Up for Sustainable Sports Venues

In addition to the high-efficiency green measures implemented during the construction process, the Marlins also have joined the Green Sports Alliance, which was launched earlier this year in an effort to provide a support system for sports teams, venues and leagues in their journey of achieving more sustainable venues.

 

The skills learned from the Green Sports Alliance along with the facilities management guidance of the Johnson Controls operations team will help the Florida Marlins be on the leading edge of sporting venue sustainability.

 

Stadium Stats

  • Opening Day: April 4, 2012
  • Size/Area: 937,000 sq. ft. (approx.)
  • Capacity: 37,000 (approx.)
  • Surface: Natural Grass
  • Construction Cost: $634 million (approx.)

 

Do you help manage the sustainability efforts of a sports or entertainment venue? I’d like to hear more about the unique challenges you face.

Sports and sustainability are quickly merging as a movement takes shape to make athletic facilities and their operations greener. Already, many teams are working to increase sustainability efforts by implementing energy efficient solutions, and conducting related special events and game day giveaways.

 

In August, more than 200 team representatives and industry experts gathered in Portland, Ore., for the first ever Green Sports Summit. The summit emphasized that operating a stadium sustainably is a “team” effort, while the overwhelming theme was to influence partner organizations, customers, sponsors and industry peers through innovative sustainable initiatives and facilities management.

 

As with most sustainability initiatives, achieving operational energy efficiency is an absolute necessity.  Due to the event-driven nature of sports facility operations, special challenges are presented that are further compounded by considerations to lighting, concessions, cleaning and the massive amounts of consumable materials purchased.

 

Even with these challenges, stadiums and arenas do provide an opportunity that is truly unique and the perfect platforms to engage the millions of loyal fans who visit every year.  Dr. Allen Hershkowitz of the NRDC notes:

  • Although only 18 percent of all people are aware of the science related to sustainability, 56 percent of people pay attention to sports.

 

In addition, a survey conducted by Pro Green Sports indicated:

  • Nine out of 10 respondents like the idea of professional sports teams implementing programs that help create a cleaner and healthier environment.

 

Though sports teams are beginning to step up to the plate when it comes to stadium sustainability, we all have the opportunity to hit a green home run at work and home.

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