BtoB Media Business - December 2008 - (Page 28)

Events Producing a smaller footprint EVENTS As green initiatives become more popular, carbon offsets gain traction in events industry BY CHARLOTTE WOOLARD ngelia Singleton thinks about her carbon footprint. The manager of the California Gift Show drives a hybrid and carries cloth bags to the grocery store. She produces her event at the LEED-certified Los Angeles Convention Center and announced in October that the show will partner with Green Mountain Energy Co. to plant trees to offset the carbon emissions tied to the show’s electric use. How does she justify carbon offsets that, unlike many green initiatives, add cost to the event’s production? She is not just hugging trees; she also is aligning her show with the interests of a burgeoning green market. “We redistributed money,” she said, “but I put [carbon offsets] on my short-list of what’s important. The earlier we start, the better. We want to be an industry leader.” Sustainable gifts—items like Green Mountain’s own plantable stationary—represent a growing market, and next July the show will launch a division focused on ecofriendly products. “There really hasn’t been a gift show that has launched a green division,” Singleton said. “Exhibitors see it as a revenue stream as well.” A The roster of b-to-b events interested in offsetting carbon emissions heavily features the usual suspects, events put together by producers like New Hope Natural Media and the U.S. Green Building Council, with a significant stake in the green market. Involvement is growing outside traditional circles, however. Shipper EA Logistics offset its customer’s shipping-related emissions at the American Beauty Show. A sponsor at the Global Gaming Expo offset carbon emissions for that event, supporting a program to help truckers make fuel-efficiency upgrades. “We’re seeing a tremendous increase in interest and participation,” said Billy Connelly, marketing director at carbon-offset provider Native Energy. “Consumers are demanding the companies they are purchasing from have a plan to be more sustainable. Smart companies recognize there is additional value in going green.” The value of the global voluntary carbon market topped $330 million in 2007, more than triple its value the year earlier, according to the “State of the Voluntary Carbon Markets 2008” report released in May from environmental research companies EcoSystem Marketplace and New Carbon Finance. The market places emphasis first on imOctober 2004) has helped develop our audience. We’ve added more education. We’re constantly reshaping our program.” Exhibitor comment: “We’re able to get our product featured at events going on throughout the conference,” said Amy Garrard, director of marketing at longtime exhibitor TableCraft. “We’re also in some of the sessions. We’re very visible from a logo standpoint, and that’s key.” Breakdown: The show addresses a rapidly growing segment of the food industry. It experienced a 71% jump in attendance last year and floor space expanded almost 69%, growth in part fueled by a partnership with Event Solutions that brought meeting planners and show organizers to the event. The show will co-locate with Event Solutions for the second year in 2009 and be called the plementing a broad greening strategy to reduce the carbon footprint, then offsetting the emissions that remain. SustainCommWorld, a green media industry event that launched in October, partnered with Community Energy to offset everything from attendee and exhibitor travel to shipping and on-site energy consumption. The offsets came alongside other green initiatives including the local printing of event collateral and a solarpowered Web site. That model is unusual, because most organizers offset a smaller portion of an event. The most common agreements see the offset of on-site energy consumption only. Organizers give data from previous shows or from event facilities to offset providers, who crunch the numbers and derive the price. Organizers then act as an educational conduit for attendees and exhibitors who can choose to purchase individual travel offsets, usually offered at a set price based on local, national and international travel. Some offset providers work with events to help them engage participants, providing stickers for nametags, for example, and posters for exhibitor booths. Organizers who include an option to purchase offsets on the registration page can expect a greater response rate than those who simply post a link on the show Web site, Connelly said. “If it’s an opt-in at the time of registration, we see more than 50% register,” he said. “At the show or on the [show] Web site, that goes down dramatically.” SHOW SPOTLIGHT 2008 Catersource Conference & Tradeshow Owners: Catersource What: Annual trade show and conference for the catering industry Where: Las Vegas Convention Center Date: Feb. 24–28 Date next year: Feb. 22–26 Floor space: 91,100 net sq. ft. Floor space last year: 54,000 net sq. ft. No. of attendees: 5,561 No. of attendees last year: 3,246 No. of exhibitors: 368 No. of exhibitors last year: 354 Producer comment: “We’re growing the market that we communicate with,” said Pauline Hoogmoed, conference director and CEO. “[Catersource] Magazine (launched in Catersource & Events Solutions Conference & Tradeshow. Organizers project that attendance will grow to 7,000 despite the down economy. Conference tracts will address the strain of tightening budgets. The show will introduce pavilions focused on sustainable products, as well as entertainment and event production. —C.W. 28 | Media Business | December 2008 | mediabusinessonline.com http://www.mediabusinessonline.com

Table of Contents for the Digital Edition of BtoB Media Business - December 2008

BtoB Media Business - December 2008
Contents
'Media Business' Picks Top Online Videos
Publishers in Several Sectors Brace for Rough '09
Looking for a Vendor? Check Out These Lists
M&A
Events
Online
Production
Circulation
People
Benchmarks
Despite Slowdown, M&A Deals Will Get Done

BtoB Media Business - December 2008