Greening our Stadiums and Ballparks Part 3

Uploaded by whitehouse on 19.07.2012

Speaker: As we transition the third panel, I want to just,
a couple of people on the second panel mentioned a few companies
and those companies are going to be represented on the third
panel to talk about the great innovation that's happening
within the supply chain.
So to moderate this panel, I'm very excited to be able to
introduce Dennis McLerran.
Dennis is a -- was appointed by Senator -- or President Obama to
serve as the Regional Administrator in Region 10.
And Region 10 covers Washington, Oregon, Idaho,
Alaska, and about 271 tribal governments throughout
the Pacific Northwest.
Dennis previously served as the Puget Sound Clean Air Energy
Director and was somebody that adopted and enforced air quality
standards throughout Washington.
So Dennis and the third panel I would like to welcome you all up
to the stage.
Dennis McLerran: Okay, we're going to get right into it here,
so let's welcome our Champions of Supply Chain Innovation.
And we've got a great panel today.
We've got Tom Carpenter, the Director of Business
Development and Consulting from Waste Management.
Tom leads both the business development and consulting
department for Waste Management Sustainability
Services Division.
And this professional business unit works with clients to
uncover resource value all along their supply chain,
in many cases enabling them to realize significant
cost savings.
And also with us today we've got Drew Patey,
the Director of Safety Clean Motor Sports.
And Drew is the Director of Safety Clean Sports and serves
the manager of the Safety Clean NASCAR Partnership.
And Drew oversees the collection of all the oils,
automotive waste and fluids used at every sanctioned NASCAR
race the length and breadth of the country.
And we also have with us today Mary Anne Biddiscombe
from Coca-Cola Recycling.
She's the Director of Marketing at Coca-Cola Recycling and she
has more than 30 years of experience in marketing,
sales and management of the Coca-Cola system.
And she began her career in 1978 at the Coca-Cola Bottling of
Miami as a sales representative calling on small chain and
independent customers and later managing teams of sales people,
route drivers and merchandisers.
And just a few remarks to get us started with the panel.
This has been a great day today with very powerful stories.
And you guys can't imagine how much fun it is for an EPA guy to
really be in the room with folks who are competing to be greener,
to outgreen each other, and the powerful tools that
you guys have been sharing it's just great fun for me.
And I'm a big sports fan.
I'm decidedly an amateur athlete myself, unfortunately.
But it's great to share these powerful stories and these
experiences with you guys.
I agree that you guys are very much in the entertainment
industry and making this as fun as possible for your fan base,
I mean, that's what it's all about getting those fans there
to show them a good time and to experience a great day at
your venues.
And so making this fun is a really important aspect of this.
But I have to say it is very fun for me to be associated with you
folks and it's very fun to see some of our branding and tools
from EPA being used by you in developing these programs.
It's really important for us to see that
you're measuring things, that you're using metrics,
that you are then competing using those tools and those
metrics and that's a great aspect of this.
So with that I think, you know, I'm particularly
excited about some of the fan engagement pieces of this.
But this panel is really here to talk about the supply chain
side of things.
To help enable and empower the teams and the venues to
have some of the successes that you've got.
And so we're going to without further ado jump right in to
some of the questions here.
And so I think for all my panel members this first question
applies to each of you.
How have changes within the sports industry and committed
efforts to go green impacted your business models and has
this new demand for green supply chain incentives,
how has that impacted growth and innovation in your companies?
Mary Anne Biddiscombe: I'll kick it off, I guess,
and just say it really helped to accelerate our efforts.
At Coca-Cola we've got a 2020 goal that says
we're going to recover the equivalent of our footprint.
We put a lot of bottles and cans out into the marketplace
and a lot of material so having that goal helped us to,
having the goal, having the teams come together really
helped us to accelerate that.
And it really started for us with NASCAR.
Mike Lynch was up here earlier, we've got Drew here,
but it really started with us with NASCAR.
Our team was formed, Coca-Cola Recycling,
which is a separate group within the company,
and our goal is to figure out how to do that.
And we only can do that if we raise recycling rates.
And I had to go, I had to call somebody from our D.C. office
because I was dying of thirst, but when it comes to recycling,
we kind of don't care about that.
If you have ever been to a NASCAR race -- and I think there
are a few people in here who have been to a NASCAR race?
A lot of turns, right?
A lot of beer cans out there, a lot of other things other than
just our product.
So for us it's about raising overall recycling rates and
educating consumers along the way in doing that and obviously
we've got a powerful brand.
We talked earlier about some of the sports teams.
Those are powerful brands, right?
I'm a Rangers fan, too, if that makes a difference.
Rangers, Nicks, Yankees.
But it's really about taking the power of all of that and pulling
it together.
And that's one of the things that we've done and we'll talk a
little bit more about how we educate customers but those are
some of the fun things that come along the way with working back
with the teams and working back across that.
Dennis McLerran: So, Drew, what about you?
Drew Patey: Well, the sports business and recycling,
I think it's great.
We've been recycling since the late '60s.
We built our, we built our company around recycling.
And we use the, you know, we use sports and entertainment,
not only NASCAR, but also Indycar racing and Indycar drag
racing as, you know, all the automotive sports
are my responsibility.
But, you know, with the heightened awareness of going
green it's made my job so much easier.
The four-year-olds that give the lectures at home, super!
Love it!
(laughter) The more oil I can collect the more oil we
can sell, that's what we do.
We, you know, I'm the business guy here in the room, you know,
my job is to collect as much oil as we possibly can along
with Marty and Elliott who have joined me today.
And, you know, the more awareness we can bring to the
green movement the better off we are.
And, you know, at our stadium level,
at Brandon's Race Track in Pocono, Pennsylvania,
where we're going in two weeks, you know, he's out in front.
He's promoting his green initiative which
helps my business.
So that's, you just can't say enough about that.
And, you know, the awareness and what we do at the race track is
our core business.
And what we do there, you know, at the race track, you know,
is exactly what we do in, you know,
in stadiums or at the Coca-Cola plant in Spartanburg,
South Carolina, where they recycle all the, you know,
all the plastic and the cans.
And as well as at the Ford Motor Company, you know,
and General Electric.
So the more effort we can all get out for green,
the better off we are.
Dennis McLerran: Great.
How about you, Tom, what about innovation
and your business mots?
Tom carpenter: You know, much like Safety Clean Waste
Management has been in the recycling business for years
and, you know, this greening effort, you know,
we've been green for years and helping companies do just that.
What I've seen within waste management is just an uptick of
being that partner in looking at solutions.
And when it really started out it was more of a back-of-dock
thinking in helping with, you know, maybe recycling more.
But today with being in our expertise in all avenues of
sustainability, whether it be energy and water and our zero
waste practice, we've seen an uptick of, you know,
the event that we co-sponsor with the Phoenix Open and really
using that as a benchmark.
But that's, you know, translated in to helping the rest of the
PGA and many other tournaments, it's helped to, you know,
advance the Olympic Trials Marathon in Houston this year
and making just design improvements and then helping
each one of the major sports stadiums make those improvements
going upstream and looking at, you know,
all the materials that are coming in the facility and not
just looking at just recycling the plastic
bottles and other things.
But it's looking at, you know, those technologies that we could
bring to bear with organics recycling or
diversion and so on.
Dennis McLerran: Great.
Well, let's do some individual questions now and maybe we'll
start with you, Tom.
We all know about recycling bins.
They're undoubtedly the most, one of the most visible aspects
of what everybody sees from waste management and other
companies like yours.
When fans see these bins, these recognizable bins scattered
throughout their ballparks it can be a pretty powerful symbol.
How have waste management's partnerships with sports leagues
and teams worked to increase fan awareness and participation in
these greening initiatives?
Tom Carpenter: Yeah, we've spoken a lot about the fans and
kind of the engagement aspect.
You know, the previous panel highlighted kind of
the energy improvements.
And from a stadium perspective that's where you are going to
find the most cost savings.
But when you look at that from the energy perspective you could
put in, you know, retrofit the lighting,
put in the occupancy sensors, but recycling is such a
behavioral engagement, it's the engagement of the
fans and they see that.
There has been many a sports stadium that have gone and
looked at LEED-certification, but if their recycling program,
their diversion program is lacking,
that's the tangible piece that the fan really engages.
So, you know, I heard somebody mention earlier it's not as
simple as throwing out recycling containers and expecting
everybody to adopt that.
So we've really raised the bar with that and look at, you know,
just the collection of those materials, you know,
and how is it easier for maybe your janitorial service or
whatever, how is it easy for that fan to just walk a few more
steps and they have the choice of recycling
or throwing it away.
We raised the bar and really kind of delving into that at the
Phoenix Open this year.
We didn't have any trash containers at the event.
This is an event that serves, services more than a half a
million people and they only had two choices: They could recycle;
or they could throw it in the organics recycling bin.
So those two choices allowed us to really raise the bar there to
where we were able to achieve over 97% diversion rate and
really set that bar higher.
What we've done is kind of take that thought leadership,
looked at the waste conveyance and how we
can manage the inputs.
So we looked at, you know, only allowing materials that
could be recycled or could be composted into the facility or
into the venue.
And we take that same nature and that same, you know,
idea and parlay that into, you know,
the way we help other sports stadiums or venues or events.
Because it's really that impact, you know.
There is many things out there that we can't to recycle,
but when you get contamination, when you have fans that make the
wrong choice, it makes it much more difficult on the
operations' side.
And at the end of the day when a fan does see maybe
those recyclables in the wrong container,
it kind of taints the image.
It hurts the brand within that.
So when waste management puts our brand out there we want more
than just kind of a logo and a sponsor out there;
we want to be that partner and really look at, you know,
the bin strategy that you have.
I heard the liners earlier, the color coding and so on.
There's not one standard out there so it really needs to be
visible, impactful.
At the Phoenix Open we used what we called recycling ambassadors
that stood by and explained to the patrons,
the fans as they came up.
There was messaging on jumbotrons and other things that
other stadiums during kind of those events,
instead of having a 7th inning stretch there is another period
where fans can recycle all their materials and it's very active
and engaging.
And so I think it's definitely when sports venues really
embrace it as a strategy and really have a plan of engaging
the fans, it can be very powerful,
much the way we have heard today.
Dennis McLerran: Great.
thanks, Tom.
So, Drew, let's keep with the fan base team here for a second.
In what ways is Safety Clean working with NASCAR to promote
the sustainability model amongst it's large fan base?
Drew Patey: Well, we do a number of different things.
What we do at the race tracks, like when I came to Safety Clean
in 1992, they didn't have a universal recycling program in
motor sports so I convinced Safety Clean,
I was working at another race team,
convinced Safety Clean to put together this program to where
we would go recycle all of the used fluids and we would do it
universally throughout all of the motor sports.
Of course, we started NASCAR first being, you know,
the biggest, you know, the 800-pound gorilla, you know,
in the industry.
But we have since, you know, branched out in to Indycar
racing, to Indycar drag racing, and to, you know,
to super-cross, the monster trucks, all those events,
now you will see Safety Clean recycling stations there
to where the competitors go and dump all their oil there.
They know we're here.
They know, you know, they know the same color, you know bins,
you know, are there all the time so they go to it.
Then what we do is, we don't charge any of the race tracks.
I don't charge Brandon; Brandon doesn't charge me
for being on-site.
We trade.
I found that early on, well, Brandon does charge me for those
tickets that he sold me last week.
(laughter) He did charge me and he asked me if I got a deal and
I told him that earlier today and went, no, I didn't.
Could I have gotten a deal?
(laughter) That would be the first deal I got.
But the fan involvement comes in two forms that I see.
The one is the NASCAR fan.
Anne, to your question about the logo and the decal, okay,
you'll see decals on race cars, logos on patches of race,
you know, driver's uniforms.
I trade the services at the race team for that.
I don't charge them; they don't charge me.
Once you open the pandora's box of, you know,
of paying an athlete -- where is my friend over there,
I was sitting next to you -- you can probably never get away from
paying him more and more money.
(laughter) So because he is pretty good at what he does.
So anyhow he will definitely tell me that he is pretty good
at what he does.
So, anyway, you know, that's the business model, you know,
we have found.
You know, and that gets you into the fan base.
The other way that gets you into the fan base is,
and we have done this in many different, you know, venues,
and that is you bring your oil, bring your oil filter to the
race track, okay, we're going to give you a ticket.
We're going to give you a Friday ticket, a qualifying ticket.
We did this as early as, when?
Oh, when your grandfather and I did this back in 1993 or '4
at Pocono Week.
We have continued to do this.
Builds, you know, builds enthusiasm over being green.
Puts some more bodies into the stadiums, into the arenas,
you sell more hot dogs and hamburgers.
I was once taught by Bruton Smith that an empty seat never
bought a beer.
So this helps sell tickets.
And it's about selling tickets.
It's about doing, you know, doing the right thing.
And that's how we've, you know, we've really transcended into
the fan area.
Dennis McLerran: Great.
Well, let's go Mary Anne and let's stay with the --
Mary Anne Biddiscombe: I like the trade-outs.
Dennis McLerran: And the fans.
But, you know, you've got one of the most recognizable brands in
the world with Coca-Cola.
Mary Anne Biddiscombe: The most recognizable brand!
Dennis McLerran: Yes.
There's that competitiveness thing again.
Drew Patey: You sit back here.
Dennis McLerran: And so in what ways is Coca Cola Recycling
partnering with sports stadiums and venues to educate customers
on the benefits of recycling?
And what do you see as the biggest benefit to consumer
education with that powerful brand that you have?
Mary Anne Biddiscombe: Well, I think it's two fold.
One is our group was put together to help go after these
venues in big events and things that we're associated with as a
company and make sure that if our products are going to be
there that there is a real recycling program
going on there.
I think somebody earlier mentioned greenwashing.
We're not about greenwashing.
So we want to make sure that there is that.
A lot of the guys that were here on the panel before me and gals,
they have direct great program, right?
So how do we make those better is one step.
In fact, we just got the Eagles so we're excited about that.
It's a lot of venues that we go to that don't have
programs in place.
NASCAR would be a great example.
We started about four years, we got ten thousand recycling
bins at NASCAR tracks across North America.
You can't do anything.
You can't educate anybody unless you have a bin to stick it in.
And the critical part is it's in the right place.
Tom mentioned contamination.
It's got to be in the right place.
And I've seen messaging all over the board.
It's not about sponsorships and logos;
it's about a call to action.
So the second part of that is we developed a call to action.
So we have a campaign called "Give It Back."
Drink the Coke, recycle the bottle.
Pretty simple campaign.
But "Give It Back" for us is a consumer call to action.
And that's basically what it does and that's basically
what it says.
And then we look at our marketing within the stadium.
So if we've got a sponsorship, it's really for pouring
rights, right?
We're about selling Coke.
We also put bottles and cans in people's hands.
We want to make sure that they have the opportunity to do
something with that bottle and can because quite frankly we
need it back on the other end.
We need to make new bottles and cans.
So we're a buyer on the other end and that's part of what our
team does as well.
So if you take all that and put it together and you look at the
things that we have within the stadium,
so many of the meetings that I am at is bringing together folks
like the team that was on the panel before me,
the marketing folks, the folks that we deal with in terms of
pour or dried, it's the folks that we deal with in terms of
concessionaires, et cetera, it's all about us all
coming together.
But it's important for us, and that's what our team brings
to the party, is to make sure that if we're going to be
involved that we're going to do it right.
And then what are all the things we can bring to the party?
So from the 360 marketing standpoint it's every place that
we sell our product, right?
It's things like PSAs with NASCAR drivers.
If you know a NASCAR, one of our Coke NASCAR drivers or you have
been to the Oriole Stadium or you have been to Turner Field,
you will hear an athlete talk about, you know,
recycle the Coke.
I mean, drink the Coke, recycle the bottle, right?
He is standing there next to a recycling bin.
He is telling his fan base to go do that or her fan base to go do
that, right?
We now have Danica Patrick.
So we want to make sure we get that in.
But it's important to do that.
And it's important to drive that message through all the
different means that we have.
And that is really the power of the brand.
So the power of what we do.
We don't just do it at tracks.
So we've got recycling centers in Dallas,
our re-imagine platform where people can bring their
containers to it and we've been able to figure out how to bounce
those folks back to TMS, Texas Motor Speedway,
and back to Texas Rangers, right?
So to incorporate that into the marketing,
we do in the facility as well as take folks that are outside the
facility and send them in.
You can't make any money if you can't get the butts in seats,
Drew Patey: Right.
Mary Anne Biddiscombe: Drew just said that.
So there we go.
So how do you begin to educate folks and bring all
the different pieces to bear?
And I think the piece that's most exciting for us in the
first question you asked was about collaboration.
And it's really about if I think back to when our team was formed
about four years ago it was really folks from the aluminum
industry that we, our suppliers that we deal with.
It's the folks that sell us our packaging.
It's all those kind of folks, right?
But if you said, and now I will use one of our suppliers who
happens to be Ball Container and makes our cans,
if you've said go recycle your ball you wouldn't exactly know
what you meant.
But if you said go recycle your Coke can, you got that, right?
So it's really about putting a brand on things.
And then it's about trying to find those folks that people are
really passionate about and athletes kind of fit into that
more so than some of us.
And we're all kind of sideline athletes, right?
But it's really about using, finding somebody that can get
that message out, right?
And you can get it out in a lot of different ways.
We've got recycling education vehicles that travel all over
North America.
We're at every NASCAR race every weekend.
And what we do in those, what we do is we educate folks
about aluminum and plastic and corrugated recycling.
We make it fun, right?
So you can -- Jennifer is laughing there because we have
had it over at Staples -- but they get prizes, right?
They get things made of recycled content.
Last year alone we did enough T-shirts within our system,
we did a million bottles were flipped back into T-shirts.
Pretty simple.
Not too hard.
Buy a T-shirt.
Make it out of cotton, make it out of recycled PET, right?
So it's educating people about what you can make into what
products you can make.
All those things kind of coming back around to education.
If you tell people that they can,
this bottle can turn into another product,
gets them excited.
We do a lot of work with youth and schools, obviously,
and kids, the four-and-a-half-year-old
that comes home, right?
But it's really about educating people about the entire food
chain, so to speak, right?
But it starts with, you know, the hard work that these guys
were talking about earlier.
So how do we get everybody up to that is really about educating
the other operators and helping to do that through the means
that we have as well.
So we're here for the long haul so it's important to us.
Dennis McLerran: All right.
thanks, Mary Anne.
So let's go back to Tom with another question.
Waste management's been an integral part in many of these
efforts to put green initiatives into the sports industry.
And how about sharing what some of your biggest
successes have been.
And on the other side, the flip side of that,
what are some of the biggest challenges?
Tom Carpenter: Yeah, I already mentioned, you know,
one of our keynote successes with the waste management
Phoenix Open, but beyond that, you know, working with Alan,
with the NCAA, you know, Final Four tournament when back in
2011 it was in Houston, Texas, and really becoming kind of that
collaborative partner.
So, you know, the event itself we wanted to raise the bar,
increase the amount of recycling.
I think it was like 600-plus additional recycling containers
were placed to really start to capture more and really looking
at outside, you know, what are some of those other materials,
you know, organics or food materials that can be donated.
You know, there was tree planting that went on with that
There was an e-waste event that went on with the community
that attracted.
So it's those things that we look at as successes.
A number of the stadiums that we've already mentioned out here
we've been active participants in conducting, you know,
LEED certification, waste assessments or looking
at upstream at what is the characterization of the
materials that they are throwing away and what's the
value in that.
You know, really it's seeing those avenues.
And then branching out into, you know,
these week-long events or one-day events where we have the
olympics coming up, and that's a big,
large intensive where you do have the stadium.
But you also have all these trials and other
events that happen.
We were a part of the U.S. Olympic Trials
and the Houston Marathons.
So it was two marathons set over two days,
you have Olympic Trials and all the fans and participation
within that and then the next day you had the normal
Houston Marathon.
And, you know, they had achieved good diversion rights and
recycling rights, but it's looking at that venue and then
capturing the organics, the recycling,
and we were able to not only, like,
donate all of the clothing and stuff that is usually discarded,
you know, in the mornings, you know,
it's rather cold when you are getting ready for your marathon,
and there's, you know, thousands upon thousands,
I think the number I have is over 3,000
pieces of clothing that were donated to the local community.
We have done shoe drives and other things that kind of give
back so, you know, it's broader than kind of just the engagement
of the community; it's kind of giving back within that.
And then also achieving those larger-than-normal recycling
rates so, you know, right out of the gate,
87% for the marathon was diverted and then we were
close to 90%.
So it is setting those margins high and showing other stadiums
and other venues that we can achieve that.
Yes, sometimes it's incremental steps but sometimes, you know,
you need to prove that you could make broad leaps and help,
you know, partner up.
So, you know, a number of the stadiums that we have worked
with it is really building that roadmap.
I heard somebody mention that kind of energy side.
We do that also on the waste side to kind of accelerate that.
And how can you do that and maybe make a minor investment up
front but get that payback, that ROI very quickly with it.
So those are the successes that we enjoy and really kind of,
you know, the uptick of just kind of the involvement has just
flourished over the years.
And, you know, three years ago we were just starting to talk to
many partners.
Now we're getting upstream into the operations and not just
thought of as kind of that trash stock supplier and so on.
We're truly a partner and trying to elevate that in spaces.
Dennis McLerran: Great.
Well, in the interest of finishing up on time today I
think we're going to move to see if we've got a couple of
questions from audience members here.
So I see one hand in the back.
Tell us who you are.
Bruce Randall: I'm Bruce Randall,
I'm an athlete for (inaudible) we participate
in mass participation events around (inaudible).
And one of the reasons we find when we look at different
communities in the states (inaudible) recyclables
(inaudible) how do you deal with that something and how are you
going to provide incentives behind some of the things you
said about these programs (inaudible) and implement at
stadiums (inaudible)?
Tom Carpenter: You know, from our standpoint, you know,
waste management is investing in the infrastructure.
You know, the current infrastructure for recycling
everything just doesn't exist.
Everybody would love to just have one container,
throw it all away and it's nice and easy.
When we look at organics in nature, you know,
across the country there is not one standard as well,
there is not just the infrastructure.
Waste management is investing, we have over 40 different
investments and partnerships to look at, okay, you know,
the solution may be kind of organics diversion today and
composting but can you use that as a green energy source.
Can we create green chemicals.
And we have those investments in new technologies in looking
at that infrastructure.
Also looking at, you know, the items that we discard or
we think we can recycle so your plastic bottles, you know,
PET bottle has a number 1 or sometimes you have other
containers that are number 2, those are readily,
you know, recyclable.
But even though, you know, we have the other numbers on there,
you may see a 5 or 6 or 7 out there and it's got the recycling
symbol but it's not as easy to recycle.
So it is working with partners and vendors and looking at ways
of redesigning those materials and also looking
at new technologies.
We have a technology that looks as or an investment that we have
partnered with to look at those waste plastics as they would say
or the plastics that typically don't have the value and
creating more value from that.
So either creating a sweet crude oil from those plastic materials
or creating a new energy source that could get us off of coal
and that could burn more efficiently.
It's really, you know, our investments looking at all of
those materials and showing that, you know, I think,
you know, a Seattle Mariner said instead of calling it a trash
room, you know, it's a resource room.
You know, there is value in all those different materials.
We may not have all that value captured today but it's
investing in the infrastructure and so on
so we can have that value.
You know, when you have those marathon events or other things
I know many industries have tried to set standards or they
have butted heads with maybe their local provider that,
you know, why can't you recycle this.
I need to hit my numbers.
And I think that's where some of the partnerships,
some of the solutions, also looking at based on
where you are at, what is the supply chain,
how can you work with your vendors to maybe change either
the cups, the materials that are coming into your stadium or
facility to help along on the back end.
And that's where waste management has really provided
some leadership within that and partnering to kind of help you
design the inflow so you can manage kind of the outflow.
Dennis McLerran: Very interesting.
Mary Anne, do you have any thoughts on
the variability issue?
Mary Anne Biddiscombe: It's really about our products
are recyclable in terms of the recycling system that
is out today.
And only have to look at the low-hanging fruit,
you have heard from folks that are from the Seattle area that,
you know, that is way different than Oklahoma, right?
So we're all over the board.
We venues that are all over the board.
From a plastic standpoint, and Tom mentioned plastic,
you get 1 through 7.
It's pretty simple.
The number on the bottle or the can or whatever it is,
the container is about what type of plastic it is.
And if has value someone will sort it and will buy it.
If it doesn't have value, then they won't.
So we focus on, we focused the efforts just recently on our
plant bottle, as an example.
So new technology to figure out how to make a plastic bottle
that is still PET out of different material.
We did, in the last two years we did 10 billion
bottles worldwide.
Small number, 10 billion, right?
That is just like a drop in the bucket for us.
Then you got to build a supply chain behind it.
But what that says is you have got to use the
infrastructure you have.
We could have built any kind of bottle.
Doesn't make sense.
The industry is set to recycle this bottle,
a number 1 plastic bottle and then make other things
out of it.
So we work on those kind of things to make sure it's working
within the infrastructure that is out there and recycling
whether it's in a venue or in your home or whatever it is is
low-hanging fruit.
So recycling is the first, the easiest thing to do,
then you get into composting and everything else.
And we have lots of times people want to talk to us about,
you know, how can you, you know, compostable cups,
like you're not even doing recycling yet.
You have got to figure how to do the bottles and cans first and
we'll move on to that, right?
And all of that comes with consumer education.
So back of house and front of house are two different things.
We've done our homework behind the scenes.
Our physical plants are at 94% waste diversion, right?
So we can go talk to people about it.
But that's the stuff you do behind the scenes.
The fun part for us is to work with is sport venues and places
like that where once you put a bottle or can in somebody's hand
you've got to figure out what are they going to do with it.
And how easy can you make them to recycle.
And then how do we get that back into the value chain for us.
How do we get that back into making new cans.
Cans are real easy.
Plastic is very difficult.
It has to be food grade quality to get into our products.
We just can't put any old plastic in there.
It doesn't work so well, right?
You're going to drink out of it.
We want to make sure it's the right plastic.
So partnering with people to make chairs out of, you know,
the Navy chair that is made out of 111 bottles, pretty cool.
Making shirts out of it.
Making jackets, right?
The Turner Field, Atlanta Braves,
every one of their game day employees wears a shirt made out
of recycled bottles.
Sixty thousand bottles go into making their uniforms.
That's something that they got excited about.
And, guess what, we tell them that on the outside so people
are excited about it.
So there is ways to turn products into other things.
But some materials don't have so much value.
So as a business person you have got to understand
that if it doesn't have value, nobody is going to sort it out,
nobody is going to go through that effort,
nobody is going to try to put it back into material.
Oil has value --
Drew Patey: Wait, shush, don't use my lines!
Mary Anne Biddiscombe: Oil has value.
Drew Patey: I want to answer -- one sec -- I want to answer
the gentleman's question directly.
Sir, if you run a mass, you know,
populous event and there is oil, call 1-800-669-5840 and ask for
Drew, they all know me, and we'll come get that oil.
Because that has got a big value to us.
And oil can be just, keep in mind oil can be recycled over
and over again.
See somebody burning the oil, please, tell them,
you don't have to do that.
Natural gas is a whole lot cheaper.
The oil can be recycled over and over again.
And let me just throw this one other thing before I answer your
question, and that is that the oil that we collect -- and I'll
pick on Brandon again because he is a race track owner here in
the room -- the oil that we collect at Brandon's race in two
weeks we're going to take to our refinery in East Chicago,
Indiana, on the outskirts of Chicago,
and then we're going to bring it back to Brandon so he can use it
in his trucks and his vehicles.
So the snow that he plows during the winter is going to come from
Jeff Gordon's oil that Jeff ran in his race car in August
at his race track.
So we take the oil back to the race tracks.
So talk you about sustainability and closed-loop system,
there you go.
Speaker: Then I'm going to give it to my buddy
back (inaudible).
Drew Patey: Yeah, yeah.
We do it again.
Dennis McLerran: All right.
Well, I think we have time for just one more question.
Jennifer: Well, okay, sorry, Jennifer, AEG,
Eleanor Gardens Programs.
So I have got venues that have incredible success stories and
venues that have challenge stories,
and today we talked a lot about the role of sports then to tell
positive stories.
Can we talked a little bit about people who are afraid of
greenwashing and won't tell any story and we started to talk
about transparency but that is what I wanted to get to is what
the value of the role of the challenge story and the
transparency story where, you know, we all have,
we are all sharing our successes but what is the role of where we
only have a 35% diversion or we only have a 40% diversion.
And with your experience in organizations that have had to
deal a lot with transparency, what is your advice to our
industry which isn't being forced to put our nutrition
label on our buildings about how much energy we are using
and whatnot.
Drew Patey: Grow up.
Grow up.
Do it.
You know?
It's easy.
There is nothing complicated about doing it.
This gentleman, this lady will send the Army.
And I will send the Army, too.
I have got two of them right here and they'll go out there
this afternoon will show you how to recycle any kind of fluid
waste you have.
Mary Anne Biddiscombe: I think most importantly it's
starting the process, right?
So sometimes we call it making chicken salad out of chicken
something else, right?
But you can find a story.
And I think that's the most important part.
So sometimes we talk about diversion,
sometimes we like to talk about containers.
So like normal consumers don't deal with, like, I recycled,
you know, 22 pounds.
Like what does that mean, right?
We talk about containers and we tell somebody we did almost
12 million containers at NASCAR over two years.
You can deal with a container, right?
You don't deal with pounds.
But you've got to start somewhere.
And part of the exposing the, hey, here's what we did,
and here's our results is that becomes then how do you
do it better.
And sometimes it's -- I'll give an interesting story.
So, like, Atlanta Braves, we've been working with them like the
last three or four years and metrics are one of the things
that we talk about as one of the most important parts, right?
You've got to have bins, you've got to have them in the
right place, you've got to have consumers do something,
but if you don't have metrics you don't have anything.
Because that's the first question that somebody really
asks like it's the, you know, well,
it's great you put this recycling program in,
what are you doing?
What happens also in the sports world is sometimes you
don't have as many butts in the seats every year.
Or it rains a lot, right, if you don't have a closed-dome stadium
it rains a lot, games get canceled,
all kinds of funky things happen.
So your volume might be down.
So if you said last year I recycled a thousand containers
and this year I recycled 500, does that mean you did worse?
Maybe not.
So you've got to, you've just got spin the story.
It's not spinning the story, it's about telling a story
because you want to grow from that, right?
The only way you can go is up but I think that's a key piece.
Dennis McLerran: Tom, do you have a quick thought?
Tom Carpenter: I always liken, you know,
sustainability as a journey.
And, you know, the best stories are those journeys of change.
You know, waste management has been transforming itself and
many of you think of us maybe initially as just a waste and
landfill company.
We're an energy company, we're a new technology company.
And we've led that transformation.
We, I'd say, you know, if you are stuck in a rut,
if you've been trying to do it on your own there's many
partners around the table here today.
There's many partners out there for you to kind of reach out and
get that support and help you along that journey.
You can do it on your own, but there are many solutions out
there that have been developed, success stories that you may
need to just kind of tweak along the way to help
you on that journey.
And it's continuing along that path,
that perseverance that you see within sports.
It's important.
And kind of take on that same, you know,
mindset as you try to embark on that.
You know, you're always going to run into roadblocks.
We're on a journey ourselves, you know,
we don't have those recycling centers or
facilities everywhere.
You know, just based on the previous point.
So I think it's a journey that we're all on together.
And in coming together in forums like this, you know,
reaching out to one another, measuring,
all those aspects help and there are steps along the way.
Sometimes you could go leaps and bounds, other times, you know,
it's learning from those struggles that helps us succeed.
Dennis McLerran: Well, just in wrapping up the panel let me
say that we at EPA are very excited about the progress
that's been made so far and really looking forward to
enhancing the partnerships as this moves forward.
We're looking forward to the summit in Seattle coming
up in September.
And you all saw this morning the commitment of our administrator
to this cause.
She is a sports fan.
Many of us at EPR are big fans.
And it's this kind of engagement,
these kind of partnerships that we really want to build
on and make more effective going forward.
And we're competitive, too.
I have to brag a little bit about the fact that the Green
Sports Alliance and some of the initiators of this came out of
the Northwest where my Region 10 is located.
(laughter) And so I'm going to get my other nine regional
administrators to compete with us as this moves
forward as well.
So, look forward continuing the partnership.
And good on you guys for everything you're doing.
Speaker: We've got a fantastic closing speaker that's
going to wrap this up.
And I just want to take a quick moment to thank Stephanie Owens
and her team at EPA, the entire EPA team for
all the work they've done.
Alan Hershkowitz and team from NRDC again.
And Martin Tull and the team from Green Sports Alliance,
you guys have been fantastic.
We've taken Anne's from Biceps suggestion and taken
it to heart and we have invited Ovie Mughelli,
who is just a fantastic, dynamic speaker on the importance of the
green sports movement.
Ovie is a fullback in the NFL.
And the passion that he brings to the game of football
is equaled only by his off-the-field passion for
empowering kids, empowering communities and especially those
in underserved communities.
And just recently Ovie was named a top 5 Ecoathlete
by Planet Green.
And he's the Founder of the Ovie Mughelli Foundation.
It's a nonprofit organization that empowers kids by educating
them about the environment and gives them a platform to
transform their own households, their own neighborhoods,
their own communities and the entire world.
And by creating a unique foundation in the green space,
Ovie and his team have combined fun things that kids can do and
can relate to like football with educational programs and
practical information about going green.
Pro Bowler, Ovie Mughelli.
Ovie Mughelli: Wow!
It is truly an honor to be here.
I've sat there for the last couple of hours and just been
so excited, so happy, just so overjoyed to be
at this place right now.
Like my man from the Eagles mentioned earlier,
I'm not an environmentalist.
You know, I'm a football player and I enjoy that and I
like video games and I go out.
You know, I really don't hike much or love the spotted owl or
look at, you know, different animals in the rain forest.
I was never a big, you know, tree hugger type
of environmentalist person that understood or really
cared about it.
That changed when I had my first child.
That completely changed because the amount of responsibility
that comes with that is enormous.
I became more than just football player; I became a father.
And that was my number 1 job; that was my priority.
And I understood that I have to do more than just
take care of me.
I have to do everything I can to take care of my little one.
I have a three-year-old and a two-month-old and part of that
includes giving her her best chance at life.
Giving her a chance to go outside,
have the same clean air, clean water that I have, 20,
30, 40 years from now.
And I found out I can use sports to do that.
Sports is powerful.
Sports is real powerful.
People don't understand how sports can just transform,
change and take over people's lives.
I mean, when I come out to the stadiums,
I was with the Falcons for five years,
if I came out in the stadium and I would see all types of people,
I see, you know, tall, short, narrow, wider people, you know.
I see all types of socioeconomic classes, lawyers and doctors,
people who are construction workers, all there,
all rooting for the same team.
It's like crazier than having, you know,
republicans and democrats together.
It's just everybody all together rooting for the same team and
they don't care who they are.
For a big play or big win they will start hugging each other,
jumping up and down, excited everything and they realize they
don't know the person that they're hugging but they're
excited about their team.
And in the same aspect if they lose,
I feel bad if we lose a game as player,
these fans take it like it is, it is the end of the world.
I had a fan tell me that they missed work for a whole week
after we lost to the Saints.
(laughter) And I understand.
I know Lisa Jackson is a Saints fan,
I understand losing to the Saints is tough,
but you got to pick it up, you know?
(laughter) You can't take it that bad.
But on the flip side, the Saints is also an example of the power
of sports and how to use it to heal their city and heal their
surrounding area.
When Katrina happened, when the oil spill happened,
the New Orleans Saints did an amazing job of using sports to
heal that area.
Drew Brees, all the players, they went out there,
they let the fans know that we're a part of you.
We're here to help you.
We want to do whatever we can to inspire you, to motivate you,
to let you understand that you're not going
through this alone.
And the heros that you see on TV, the heros that, you know,
that you look up to and that give you so much joy, you know,
we're just like you, we're here to help you,
if we can do it you can do it, we're going to do it together.
Those types of sentiments show the power of sports.
And it that is power that I wanted to harness when I started
my foundation because I know there are several kids out there
who had no idea what going green is.
They had know idea, you know, why it was important to be
involved in the environment, why it's important to recycle
or do things like that.
It was just not an issue for them.
In fact, they had other issues like poverty, hunger, bullying,
all types of issues to where the environment wasn't something
even on their radar.
But what we found out is that the kids who cared the least
about the environment are the ones affected most
by the environment.
The kids who are too cool for or got too much going on that they
have the land fills in their neighborhoods and the coal
plants in their neighbor and they're affected by,
negative affects by the environment such as asthma.
Atlanta where I live asthma is all over the place.
It's one of the highest places for,
highest rates of asthma in the country in Atlanta and kids go
around not knowing what's going on,
not knowing why they're dealing with this.
And not given any tools to try and fix it.
So the first part to fixing it is educating them.
And if you don't know, football is a great way to bring people
together, including kids.
My foundation we do everything from football camps to a green
speaker space to eco champion clubs, to recycle the run.
We just try whatever way we can to get kids involved.
At these football camps we have kids who,
they see Ovie Mughelli and see like my teammates I'm bringing
like Michael Turner, Roddy White, and they, you know,
they get excited and they come to the camp and I tell them,
you guys are really the last part of the title,
it's the Ovie Mughelli Football Camp and Eco Workshop.
(laughter) It's like, what's an eco workshop, Mr. Mughelli?
I said, like, close and lock the doors, let me tell these kids.
(laughter) So once they're in there I tell them I'm going to
be teaching you about a carbon footprint.
I'm going to be teaching you about water quality,
about air quality, about how to recycle,
about what composting is.
I am going to be teaching you how you can make money for your
parents and save money for your parents.
They're like I don't want to hear about that.
But I say, all right, but I have incentives.
And the incentives were mentioned earlier and for
kids it is a must to get them excited.
Once they get excited, once that enthusiasm comes,
it's like a snowball effect, it keeps on rolling,
it keeps on going.
We do everything from having an Environmental Jeopardy Game
to the recycling run.
Let me explain the recycling run to you.
We have an eco chip, we have classrooms before we go outside
and play football where they get taught all of the things about
the environment and they learn all the lessons,
then when they go outside recycle the run is where you
recycle while you are running.
It's an obstacle course where kids get to do football drills,
they get to run over this, jump over that.
And, you know, hit pads, but they have different
environmental brain teasers throughout where they have to
stop and use their mind and figure out there is a whole
bunch of trash on the ground, that's not good,
we have got to recycle it.
We've got to put it in the right bin,
but is this item recyclable, is it reusable, is it paper,
plastic, compostable, and look on the back of the bottle.
Wait, I learned this earlier, Mr. Mughelli told me if I pay
attention that I could win a prize.
And the team that has the fastest times wins everything
from solar iPhone chargers to, you know,
different green type of technology and gear.
And they love it!
And the reason I know they love it is because the first year was
tough, I'll admit, but the second, third and fourth year,
kids came back.
Kids were telling me that I know what a carbon footprint is,
and I told my daddy this.
And I'm creating those kids that big the bug heck out of you and
tell you guys this is what you should do,
this what is you shouldn't do.
No, dad, do like this.
No, mom, do like that.
That's what I'm creating, you know?
One of the things that kids love as well as the Green Speaker
Series allows kids to see themselves more than what they
are now and see the environment as a way to get out of their
situation financially.
Because they never, some of them never knew that there were so
many jobs that allow them help the planet as well as to
make a profit.
They didn't know it existed.
But I have people from recycling plants come talk to them,
people from different energy companies come talk to them.
People who work at restaurants and are sustainability
coordinators at restaurants, like, really?
I wanted to be a chef but this sustainability coordinator,
that sounds interesting.
I did not know that you could do so many things for
the environment with the environment.
It just absolutely blows my mind.
These kids need to understand that they have the power.
They have the power to change their communities,
to change their neighborhoods or change their schools or change
their churches by just spreading the word.
Letting people know.
The same way that with the seat belts and with smoking how,
you know, it was kids.
I remember I was a little kid, I saw the commercials about seat
belts and smoking.
I told mom if you love me then you're gonna, you know,
not smoke and roll down the windows or you're going to put
your seat belt on because that's what I saw on TV and that's what
I heard Emmitt Smith say in this PSA or whatever.
All right.
And the parents listen.
And it's because of the kids.
It's because of the power they have.
And it's because of them continuing to push
their parents.
So when that lightbulb goes off, it's a beautiful,
beautiful thing.
It makes my job worthwhile.
It makes, you know, being tired after football practice but on
Tuesdays, our free days, going down to the Boys and Girls Club,
working with these kids, talking to them, laughing,
joking, teaching, you know, testing them.
It makes it all worthwhile.
Now, it's great that I am able to do what I can through
my foundation, but I need help.
I need help through the sports industry.
And the way that the sports industry can help is by doing
some of the things that the NFL is already doing.
They have a great program called "Fuel Up to Play 60" which is
all about encouraging kids to eat healthy as well as to
workout for 60 minutes a day and if they do so they get different
games, different prizes or they have a player some visit
them at school.
It's a great program.
We need more.
The NFL also does reforestation process where after every super
-- during every Super Bowl they plant trees and they track the
environmental, the positive effects to the environment these
trees have years and years to come.
That's great.
We need more.
What I really, really want to happen,
as has been mentioned several times about why don't we use
athletes to go out there and push it,
is what the NBA is doing, everybody should be doing
with the Green Week.
A Green Week is a way to have every team,
every fan in every industry see how important the environment is
to these players.
I've been actually behind the scenes trying to work some
things out, I've been talking to Arthur Blank,
I've been talking to the Mayor of Atlanta,
I have been working with my buddy George Bennett from U.S.
Green Building Council and trying to make this happen
because I know that, I'm a thousand percent sure that if
you get these players, you get, you know,
the Peyton Mannings' of the world, and you get, you know,
the Drew Brees' of the world, you get all these people to have
a Green Week and say that, hey, you know,
I'm so-and-so and I support going green,
this is why I support it, and have these players go out and
have these service projects, have their either jerseys,
wrist bands made of organic material, organic cotton,
have T-shirts for sale that benefit different environmental
companies, it's going to work, it's going to sell,
and it will be a big hit for not only the players,
not only the organization, not only the fans,
even the corporations will make money off of it.
Nike has green elements to it.
Coca-Cola obviously has huge green recycling elements to it.
Everybody can join in.
Everybody can make money and make a difference.
And that's what we all want in the end,
we all want to make a difference.
And we all want to have a legacy that lasts beyond us
just being here.
Now, I've been very blessed to play in the NFL for ten years.
I've had some great games against the Saints,
had some great wins down there.
(laughter) I've been named All Pro twice.
I've gone to the Pro Bowl and been considered the best at my
position in the whole world which is flabbergasting to me
and I never thought a little boy from Charleston, South Carolina,
you know, would grow up to, you know,
be a professional football player.
My dad was a doctor, my mom has a Master's in business,
and I was going to -- my sister is a doctor, too,
and I was premed as well and I was just sitting there in
college, just had my MCAT book and was going to do something in
the medical field and my coach is like,
you know that we have some football coaches out there who
want to work you out.
I'm like, you sure?
No, I don't want -- there is four of them out there.
I closed the book, put it on my bed, never saw it again.
(laughter) But, you know, if I want to pull it out I still can.
But I have just loved this ride I've been on with the NFL and
this opportunity that I have had to do so many great things,
to have so many great experiences,
but it's going to fade at one point.
At one point people aren't going to remember how many Pro Balls I
had, they're not going to remember the touchdowns I caught
in New Orleans, they're not going to remember, you know,
some of the great things that I've done.
But the thing that no one can take away from me is what I'm
doing with the environment, is the kid that I touched
that I affect.
The kid that understands that, hey,
if Mr. Mughelli can do it maybe I can do it.
The kid that sees a future in the environment or in green
business because of me and tells another kid or tells his
parents, tells a friend, and has that whole ripple effect.
No one can take that away from me.
No one can change that.
And I always tell people that it's going to be the best
feeling in the world when my daughter gets of age in ten or
15 years and comes up to me and says, you know, dad,
I'm really proud of you.
You know, I'm so proud of you, what you've done.
You took your gift, you took your talent,
you took your status and you used it to give me a
better life.
You used it to give me, you know,
a chance to have the same clean air, clean water,
the same facility, the same earth you had.
You could have been selfish and said I'm good, you know,
I'm going to do something else, but you did something that is
helping me and is helping everybody.
And that's, hands down, what I am going to be most proud of.
And I think that's the reason we need to use sports,
we need to use the power of sports and we need to use all of
the resources around us to make sure we attack this problem and
attack it now.
I commend every single one of you here because you all are
rock stars in the business.
I think someone made a comment earlier about how we need to put
some of the prettier faces out here, you know,
in front of the people to help sell the movement,
I'm not saying that I'm a pretty face but -- (laughter) --
I do all right, but you guys are amazing.
And I wanted to say that I thank you.
You're the reason I'm up here.
Some of you in here I have spoken to several times and are
my mentors and I follow you and am encouraged by what you do.
And if you keep on doing this bigger than any game of football
or any game around the league that this whole green game will
be won by us.
Thank you.