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by Racquel Palmese At a time when economic pressures could make it tempting for California to abandon its environmental programs and regulations, thousands of people representing localities, municipalities and government agencies large and small chose instead to further their commitment to sustainability. On March 15 – 17, 2010, they gathered together with a representatives from the private and nonprofit sectors at the fourth annual Green California Summit and Exposition to discover strategies, products and services that could further their green projects and programs The structure of the Summit was formed by its events and educational program: an exposition with over 200 suppliers of green products and services, the Green California Leadership Awards ceremony, an Executive Forum for high level green government networking, pre-summit workshops, educational sessions and panels, keynote and featured speakers and a host of other events. What took place within that structure was remarkable. The largest public sector forum for innovations in green policy, practice and technology, the Summit provided a place where tough issues and groundbreaking innovations, such as the newly announced California Green Building Codes, could be explored and demystified. “I’m here today because we have this extraordinary display of green technology manufacturers who have come from all over the world to display their new inventions and great ideas,” said Governor Arnold Schwarzenegger as he toured the Expo floor. “It’s really amazing to me over the years as I’ve come through here to see so much innovation. …Because of our policies that we have in place, companies feel comfortable in saying [California] is a place we want to do business with…I’m very enthusiastic about this.” The Green California Summit is developed under the leadership of an Advisory Board co-chaired by CalEPA Secretary Linda Adams and State and Consumer Services Agency Undersecretary Thomas L. Sheehy. Major sponsors included Philips Electronics North America, Siemens, the Sacramento Municipal Utility District and Castle Press. A State Senator and a Fifteen Year-Old Two people coming from opposite ends of the spectrum - one an ex-teacher and state senator largely responsible for California’s landmark climate bills, and the other a 15 year-old high school student who has taken on the challenge of involving youth around the world in fighting climate change – joined together to open the Summit. They set the tone that “anything is possible,” reminding attendees that California has taken on impossible odds and still has managed to lead the world in environmental policies and programs. Alec Loorz, founder of Kids vs. Global Warming, received a standing ovation after his keynote on the first full day of the Summit. He spoke of his efforts to activate youth around the world to become involved in climate change issues. “Everywhere I go youth want to be involved,” he said during an impassioned speech in which he called on the audience of some 800 attendees to bring youth into the process of policymaking. “We are inheriting these problems,” he said. “We should be part of deciding how they will be handled.” California Senator Fran Pavley, author of the landmark laws to combat climate change, AB 32, the California Global Warming Solutions Act, and AB 1493, which curbs greenhouse gas emissions from motor vehicles, was the featured speaker on the first day. With AB 32 under attack in an initiative campaign financed by Texas oil companies and others, Pavley used her time to outline the top ten reasons to support the law. “California wants to be a global leader in the sale of innovative clean technologies, water conservation and energy efficiency measures,” she said. “California is open for business and has the opportunity to create new jobs for the twenty-first century economy.” Robin Gustafson, chairperson of the State Agency Green Employees (SAGE) Committee, had this to say right after the opening General Session: “I just wanted to tell you how impressed I was with Alec Loorz, one of the keynote speakers this morning. As someone considered part of 'the youth,' it was so inspirational to hear from someone even younger than I am talk about how instrumental the youth is with the 'Green movement.' “The fire in me to push for change within the State government, I have to admit, has waned over the last several months as I encounter constant criticism and reluctance; however, Alec's presentation struck a chord within me and I feel more motivated than I have in months to get back out there and keep pushing for change. The Summit has only begun, and it's already made an immense impact on my life.” A Surprise Announcement Second day keynote speakers were David Roland-Holst, one of the world’s leading authorities on the economics of climate policy, and F. Noel Perry, founder of Next 10, a non-profit that produces research papers and studies focused on the intersection of business and the environment. Roland-Holst used results of Next 10 research to support his message that there would be a huge cost to California in jobs and the economy if the state does not move forward with climate initiatives. Karen Douglas, chair of the California Energy Commission, used the General Session as an opportunity to make a major announcement of the availability of $30 million in small business loans of $50,000 to $5 million for small to medium size clean energy manufacturing companies. These State Energy Program funds for 2.75 percent interest rate loans are for companies to reduce energy use, increase renewable energy generation and to create and retain jobs in California. Reflecting the experience of attending the summit, Selvi Stanislaus, Franchise Tax Board executive officer said, “My employees could not stop talking about the wonderful things they saw and learned at the event.” Executive Forum - a Unique Networking Opportunity Addressing what it will take to keep California at the leading edge of green innovation and policy, the invitation-only Executive Forum brought leaders from the public and private sectors together to share ideas and information. Thomas Sheehy and Ellen Bossert, Senior Director for Strategic Marketing for Philips Lighting North America (the Summit’s Premier Sponsor) opened the forum. “We are supporting the work of sub-national governments around the world,” she said. This is being accomplished through the R20, a new coalition of sub-national leaders from Canada, Nigeria, France and Algeria who have agreed to fast track the results of the Copenhagen Climate Change Conference and push their respective national governments into more rapid actions and stronger commitments to fight climate change. The R20 is an extension of the Global Climate Solutions Declaration signed at Governor Schwarzenegger’s Governors’ Global Climate Summit 2 in October, 2009. Panel discussions followed. Margret Kim, senior international climate policy advisor and China program director to the Chair of the California Air Resources Board and the Secretary of Cal EPA, spoke to the need for regional groups that could actually create demonstration programs in developing countries to counter climate change through public-private partnerships. Other panelists included Jim Parks, energy efficiency and customer research and development for the Sacramento Municipal Utility District; Tom Fiddaman, senior modeler for Ventana Systems, Inc. and Ellen Bossert. A panel on Jobs, Buildings and Economic Imperatives led to a discussion on the important research done by Next 10 on the great cost to California if the state does not move forward with its climate initiatives. Panelists were F. Noel Perry, Next 10 founder; Doug Henton, chairman and CEO of Collaborative Economics and Larry Hillman from the Northern California Building Technologies Division of Siemens Industries. While the Executive Forum was going on at the Sheraton Grand Hotel, five full-day pre-summit workshops were taking place at the convention center, including the first comprehensive training workshop on CALGreen, California’s new green building code. Others included a popular new media and social media workshop; an in-depth session on improving building performance, a financing workshop and one on green building certifications. “The interest in CALGreen was particularly strong,” said Bob Graves, president of Green Technology. “This is a good example of the fact that even though the basic subject areas remain the same year to year, the specific information that attendees are looking for can change.” From Policy to Implementation Information and planning are essential to implementing California’s environmental policies, many of which are breaking new ground. Educational sessions and panels addressed issues such as transforming brownfields into sustainable communities, creating green cities and understanding the emerging carbon economy. This year, a Federal Government Track drew great interest, covering the recent executive order signed by President Obama setting sustainability goals for federal agencies. Other sessions addressed federal green building initiatives in California and using General Services Administration acquisition e-tools. “The sessions that involved the GSA were interesting to me,” said Adam Teitelbaum, CEO of Eco-Depot, who attended one of the federal sessions. “There is a whole system for getting involved with them that I have not yet participated in. It was very informative. There were local people available to answer all my questions.” Educational sessions drew attendees representing government at all levels and also the private sector. Michele Skupic, vice president and manager of the Commercial and Builder Division of Chicago Title, an exhibitor representing Green Cabinet, said: “Some of the funding mechanisms and the mechanics of the funding are like a brass ring, they’re out there but you can’t touch them. Here we have direct contact with decision makers. I went to two of the breakout sessions and found them to be extremely important. They were very informative and actually led to great follow up meetings because I was able to network there.” Session facilitators and panelists included a long list of leaders at the heart of green government. Among them were Dave Walls, executive director of the California Building Standards Commission speaking about California’s new green building codes; the Honorable Mark Green, Mayor, City of Union City; Margo Reid Brown, director of CalRecycle; Kevin Kampschroer, acting director of the Office of Federal High-Performance Green Buildings, U.S. General Services Administration; Jim Parks, program manager for the Sacramento Municipal Utility District and Panama Bartholomy with the California Energy Commission. Note: A number of presentations have been posted online. Click here for a listing.
Green California Expo – “Knowledge is a Powerful Tool” When Governor Schwarzenegger walked through the exhibit hall examining products such as electric motorcycles and advanced lighting systems, he exclaimed, “I’m so proud of California!” What he was alluding to is the innovation that has been encouraged by many of the state’s green policies and mandates. He saw before him the proof that businesses will step up and innovate when government policies are consistent. An educational experience in itself, the Expo featured new technologies such as the Groasis Waterboxx, an instrument that is proving to grow trees and plants without irrigation even in dry desert areas, and NCFI Polyurethane foam, which is made from things like sugar beets and corn to insulate houses and equipment. Gary Talbot, a certified contractor for NCFI, said: “The show has been great. We talked to tons and tons of people and everybody seems interested in new green technology…Knowledge is a powerful tool, and we were able to pass on information to folks that maybe never even considered this before.” Chris Eader, CEO and inventor of No More Geysers, LLC, exhibiting an innovative automatic shutoff valve for sprinklers that prevents downstream pollution said, “This is my first time at [the Summit]. I am finding an extremely high level of interest in my product. No one has heard of it because it is new, but the federal government is looking at it for military housing units and we just got some interest from Caltrans to put it on freeways. Schools are also interested.” Rich Meeker, executive director of American Sheet Metal Partition Company, summed it up this way: “We love getting to talk directly to people who are behind the scenes. We actually discovered through many conversations that we already have projects in combination with other companies going. It was amazing how many existing relationships we have but we’ve never been face to face before.” In addition to products and services, the Expo floor was home to a pavilion organized by the California Building Standards Commission. In partnership with other state agencies, they provided information about the state’s new green building code. Technical staff from California’s Department of Housing and Community Development (which is responsible for the residential aspect of the new codes), Department of General Service Division of the State Architect and the Office of Statewide Health Planning and Development were available to answer questions from a steady crowd of attendees. The Expo attracted companies from around the world, including the Swiss manufacturer of photoluminescent safety lighting systems, Longlight Technologies. Longlight’s energy efficient signage systems are distributed globally to municipalities and localities seeking to fulfill their energy savings goals. Switzerland has a long history of precision work and craftsmanship. This skill set, and the desire to maintain one of the most beautiful living environments in the world, has resulted in innovations that are attracting attention globally. In late 2009, Green Technology had the opportunity to make on-site visits to several Swiss firms with innovative green products as part of a Green Tech Media Tour organized by Switzerland Trade and Investment.
The Buyer-Vendor Lounge The popular Buyer-Vendor Lounge was also located in the exhibit hall. Included was a Product Showcase Theater, where vendors gave briefings to attendees on their new green products and services. Green Technology announced plans for its new Green Buyer’s Guide, a resource for public sector purchasing here. Waxie Sanitary Supply, a company that provides cleaning and maintenance products, has been exhibiting at the Summit for four years. “The most valuable thing [about the Summit] is the broad variety of contacts that we make through our exhibit,” said Cindy LaCasse, Waxie sales manager. “The Buyer-Vendor Lounge gives exhibitors one-on-ones with purchasers. That’s very valuable.” “We’ve gotten a very good return on the time and money we have spent attending the conference,” added John Bielenberg, vice president. “There really isn’t a trend towards buying green anymore. It’s become the expected status quo. If you’re going to buy a product, you go green. It’s the way it is.” “I think the Buyer-Vendor Lounge is a really great idea,” said Cheri Larsh-Arellano of Conscious Creative, a graphic design and multimedia company exhibiting at the Summit. “It is a great networking tool. I have never seen it at any other conference I have attended.” Partners in Learning The Green California Summit offers organizations involved in sustainability space to hold meetings during the conference. This year, groups such as the California Air Resources Board, the California Association of Public Purchasing Officers, the Sacramento Sustainability Forum, the California Workforce Investment Board and the State Agency Green Employees Committee held public and private meetings at the Summit, providing an opportunity for their participants to also visit the exhibit hall and attend the general sessions and Leadership Awards ceremony. Extending the Commitment to Sustainability During a time of double digit unemployment and economic woes facing California, the 2010 Green California Summit provided a look through a lens of green technology and innovation to the future green economy and the growing potential of a culture of sustainability and conservation. From the Governor to local purchasing agents, the commitment to creating this future by attracting green businesses and creating policies and incentives that spur innovation in California is clear. As keynote speaker David Roland-Holst pointed out, new technologies are essential for meeting energy, water and other needs of a growing population. The question is not whether a green revolution will unfold. The question is whether California can become a global green technology and manufacturing powerhouse, rather than simply a prime market for innovations created elsewhere. The energy and enthusiasm that were evident in Summit educational sessions, on the Expo floor, and in the corridors suggest that the Golden State is determined to retain its leadership role.
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