Going... Going... Green

by Sharon B. Drechsler, RRP
owner/operator
Drechsler Communications

Are you feeling at all like Rip Van Winkle when it comes to the word “green”? If you’re like me, you have been struck by how every periodical and newscast these days seems to be screaming the word. On a single day I found the subject of sustainable design and environmentally conscientious behavior appearing in a resort industry publication, in a news report on CNN, in an article in my local paper and in the Wall Street Journal. As an article in the Los Angeles Times says, “All of a sudden, global warming is hot.”

Although we’ve been hearing about the greenhouse effect for years, our society woke up the other morning and realized we’d better start taking this seriously. And according to experts around the world, we’d better start today.

Resorts Respond
Many of us in the resort business are already asking owners and guests to reuse towels, presort recyclables and reduce consumption of energy and water in the units. In addition to these positive moves, a few companies have recently pulled out in front as leaders on the “green scene.”

One of these companies is ILX Resorts, Incorporated which founded the non-profit Institute of EcoTourism (IET) in 2003 “to promote the experience of environmentally conscious tourism.” IET’s primary focus is on providing education for consumers and tourism industry professionals, alike. Ideally, vacationers and resort management entities practice ecotourism when their travels leave the minimum footprint and their resort properties maintain a positive impact on the natural and cultural environment. IET’s consultant services are available to ILX Resorts and others to advise them on how to implement and maintain sustainable practices, from recycling programs to chemical-free pool maintenance.

IET’s headquarters in Sedona, contributed by ILX Resorts, qualified as the first privately-funded building in Arizona to be certified by the U.S.fc Green Building Council according to benchmarks maintained by the Leadership in Energy and Environmental Design (LEED).

In the August 2006 issue of Resort Trades, Alan Schlaifer’s article, “Going for ‘Green’: The New ‘Red, White & Blue,” profiles environmental steps taken by the Aspen Skiing Company in Aspen, Colorado. Schlaifer cites cost-savings, community goodwill and consumer receptivity as being among the benefits achieved by the initiative as it was implemented at the company’s four ski resorts – Snowmass, Aspen Mountain, Aspen Highlands and Buttermilk. The environmental policy seeks to inculcate stewardship of the environment into the fundamental corporate culture. To do this, the company created an environmental affairs department and set up an employee-managed foundation, which seeks to support local environmental causes. Employee contributions to the foundation are matched by Aspen Skiing.

The foundation focuses on educating consumers and law-makers. According to its Director of Environmental Affairs Auden Schendler, Aspen Skiing “lobbied successfully for the first voter-approved state renewable standard in Colorado.” Other measures taken are the purchase of renewable energy, utilization of more energy-efficient lighting and use of a photo-voltaic snow-making system.

Responsible Leadership
Despite recent good news of a U.S.-Brazilian partnership to expand ethanol and other bio-fuels, the absence of the United States from the February 3rd Conference on World Environmental Governance in Paris was another signal that our nation’s leaders are still running behind the curve. There is still disagreement within the scientific community. But if the greenhouse threat is true, can we afford to wait?

Managers and others in the resort industry have a unique ability to connect with a large number of people in a non-threatening environment. We have an opportunity to be leaders when it comes to helping spread awareness about positive, affordable ways to ensure against global warming. And we can set an example in our personal lives. We can walk instead of drive, whenever possible. We can bring our own reusable bags to the grocery store. Most of us can think of ways to reduce our consumption of power, oil and water.

Each of us needs to get started “going green” or we might soon be going, going, gone!