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The GreenSportsBlog Interview: Matt Ellis, CEO of Measurabl — Helping Sports Teams Benchmark Their Environmental Impacts

GreenSportsBlog
By Lew Blaustein

Sports stadiums and arenas have been in the greening business for almost a decade, which is a great thing. But do venues and teams know how much energy they’re saving, how much waste they’re diverting from landfill, and more? You would think so but measurement of greening lagged actual greening. Until Matt Ellis and Measurabl came along. GreenSportsBlog talked with Matt, the company’s founder and CEO, to understand how he got into the sustainability measurement business, where sports fits in and…what happened to the last “e” at the end of Measurabl.

2018.08.07-Measurabl-IMAGE

Measurabl’s CEO Matt Ellis (L) and business development executive Chase Cockerill at June’s Green Sports Alliance Summit in Atlanta (Photo source: GreenSportsBlog, Photo credit: Measurabl)

GreenSportsBlog: When thinking about Measurabl, this adage comes to mind: “What gets measured gets managed. And what gets managed matters.” How did you get into the sustainability measurement space and why the big move into sports?

Matt Ellis: Well, Lew, we have to go back to 2008 to get to the beginning of the story. I was working in real estate in the San Diego area — I’m a San Diego guy, went to UC San Diego undergrad and San Diego State for grad school, my family was in the real estate business. I was working for CBRE at the time…

GSB: …When the “econ-o-pocalpyse” hit…

ME: Exactly! My business was not that strong, to say the least. I had plenty of time on my hands, walking around town, looking for deals. I saw plenty of decals on buildings, decals like “LEED ” and “ENERGY STAR.” I started to ask “why?” I found out sustainability drives higher occupancy rates, higher quality tenants, and higher rents, among other positive outcomes. Not long after that, CBRE management asked me to start and run a sustainability practice group.

GSB: Was that in the San Diego area or national? How did it go?

ME: National. Despite the economic collapse, we were getting calls consistently from our clients who were interested in how they could leverage sustainability in their real estate portfolios. By 2010-11, we had started to offer RECs, offsets, and the first carbon neutral leases. Eventually I became CBRE’s Director of Sustainability Solutions. As all this was happening, I noticed our sustainability efforts lacked one key thing: data. We needed better measurement tools so we could learn what worked and what didn’t, sustainability-wise. We needed to be able to benchmark on a number of metrics so we could measure progress over time. Every time we looked at measurement, we were told it was too hard, too costly.

GSB: Did you accept that?

ME: Not at all. In fact, I started to ask this question: “Can we provide meaningful sustainability measurement tools?” That would be a big deal. As I investigated this question, I realized that a software solution is what was was needed. We needed to gather environmental, social and governance (ESG) data, create benchmarks for buildings and then be able to sort all of this data. The goal is to know how buildings perform in terms of energy usage, carbon footprint, materials, waste, environmental certifications and more. Convinced that an environmental benchmarking and measurement software platform was indeed doable and valuable, I left CBRE and incorporated Measurabl in 2013.

GSB: How did Measurabl do out of the gate?

ME: We’ve done well the last couple of years, providing environmental benchmarking and measurement software to real estate investment trusts (REITS), asset managers like Black Rock, property managers like CBRE, and corporations like VMware, among others. They’ve found great value in it.

Read the full interview.

The Ladylike Smell of Victory: Increasing Female Fan Engagement

Prolitec

2018.07.26-Female Fan Engagement-IMAGE

Japanese professional basketball team Alvark Tokyo was having a great season. The team had won their last five games, and had great statistics going into the next round. However, there was one number where Alvark Tokyo was lacking: female fan engagement.

In recent years, most professional sports leagues have reported female fans as one of their largest growing demographics.

 “60% of women report watching sports.”

– TailgatingSportsMarketing.com

But despite female fans’ growing interest in watching live and televised sporting events, most female fans report feeling misunderstood by sports brands and left out in fan engagement strategies.

Recent research has found that there is a difference between male and female sports fans’ motives and definitions of being a fan:

Females reported being fans because they attended and watched sporting events with family and friends while males were more likely to consider themselves fans because they played sports and wanted to acquire sports information.”

– Old Dominion University

Female sports spectators are drawn to the social aspect and fan experience surrounding the game.

Read the full story.

Mercedes-Benz Stadium Brings Sustainability to the Forefront of Sports

gb&d
By Rachel Coon

[Photo: AMBSE]

[Photo: AMBSE]

When Arthur Blank, owner of the Atlanta Falcons and Atlanta United, and his team of designers envisioned the new Mercedes-Benz Stadium in Atlanta, they set out to do what had never been done. “We wanted to redefine the stadium experience,” says Scott Jenkins, who joined the team in 2014 as stadium general manager, just as they broke ground. “Every step of the way, while we were focused on the fan experience, we were also focused on making the venue as environmentally smart as we could,” says Jenkins, a pioneer in the green building movement in sports and chairman of the Green Sports Alliance.

Platinum Performance

The 2 million-square-foot, $1.5 billion project was designed by HOK, who worked with BuroHappold Engineering and Hoberman Associates to complete the stadium in July 2017. Home to the Atlanta Falcons and the new Atlanta United soccer club, Mercedes-Benz Stadium opened its doors to a sell-out crowd of 72,000 for its first soccer match in August 2017. In November 2017, the stadium was awarded LEED Platinum, making it the first professional sports venue in the world to achieve that level. To be LEED certified, a building must acquire 40 points—to reach LEED Platinum, an additional 40 must be acquired. Blank and his team scored 88 points, carefully considering every line item in categories like building materials, energy, water, and site location. Jenkins says, “Our approach was to go after everything.”

Most visibly, the stadium’s sustainability features include 4,000 solar panels placed not on the rooftop but, as part of the aesthetic, at eye level on ticket entryways and parking lot canopies. The panels generate enough energy to power nine Falcons games or 13 United matches. The advanced storm water management program includes an on-site 2.1 million gallon storm water vault, bioswales, and a 680,000-gallon cistern for collecting and reusing rainwater for a cooling tower and irrigation. This combined with water-efficient fixtures resulted in a 47% reduction in domestic water use. Plus, given the stadium’s location west of downtown—where neighborhoods have been plagued by flooding for years—it was important to Blank and his team to reduce the venue’s contribution to local storm events.

Read the full story.

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