Sustainable Business Summit Boone, North Carolina

1. Sustainable Business SummitBoone, North Carolina www.sustainabletourism.org Balancing Profitability and Social and Environmental Responsibility

2. Why pursue sustainability in tourism? • Growing recognition of the negative “footprint” of tourism; • Decrease costs/improve profits; • Create greater “green” brand recognition; • Enhance business and destination reputation;

3. Why pursue sustainability in tourism? • Increase market share by responding to consumer demand; • Increase employee loyalty and cost savings on training; • Enhance relationships/meet regulations with governmental entities; • Contribute to the well-being of the community in which we live.

4. Environmental Summit Award Saunders Hotel Group Anne Chang Beth Haber Jeremi Korpusik Duane Webber April 27, 2005

5. Company Overview Environmental Summit Award: Saunders Hotel Group

6. Program Description • Corporate Leadership Initiative • Four Areas of Focus • Energy Conservation • Water Conservation • Solid Waste Minimization • Harmful Materials Reduction • Innovative and Future Initiatives • Industry & Community Impact Environmental Summit Award: Saunders Hotel Group

7. Financial Implications $216,392 $105,123 $91,300 $19,969 N/A Environmental Summit Award: Saunders Hotel Group

8. Economic Implications • Replacing incandescent bulbs with CFL’s can result in an astounding 75 per cent savings in energy usage. • Switching to an energy efficient LED Exit Sign can save almost $50 the first year, a saving of $581 over ten years compared to traditional exit signs. • High-Efficiency toilets can result in an annual savings of $540 a year and have a payback period of less than one year.

9. ROI of Energy Efficiency Historical Average Return (%) for Common Investments 25% 20% 15% 10% 5% 0% Short-term municipal bonds S&P high tech composite Long-term municipal bonds S&P 500 composite NYSE composite Latin America stock composite Comprehensive energy retrofits Source: Tim Gasper, Brady Trane Service, Inc

10. Responding to consumer demand

11. Edward Abbey . . . “Tourism is always and everywhere a dubious, fraudulent, distasteful, and in the long run, degrading business, enriching a few, doing the rest more harm than good.”

12. “Good” tourism Beneficial to local residents Results in local purchases and profits Results in preservation of natural environment Preserves traditional values and lifestyles Results in local employment & management Baffin Region, NW Canada, Regional Tourism Planning Project

13. “Good” tourism Provides secondary infrastructure benefits Attracts informed and understanding visitors Results in local control and ownership Does not overwhelm the community Results in external investments being directed towards these goals Baffin Region, NW Canada, Regional Tourism Planning Project

14. “I think tourism is like seasoning on food. Some can make an improvement, a little more can make it perfect. A lot ruins it and makes a good thing disgusting.” Independent note on a questionnaire

15. My comments today! • What is it we are concerned about? • Who in the tourism industry and beyond, cares? • Resources and information that may be helpful.

18. This is a section of shoreline at Cape Hatteras in North Carolina pictured in 1999 and 2004.

19. Alaska polar beardrownings. Numbers in Hudson Bay havedeclined 22%. Vulnerable to extinction. Tourism and the Environment  Polar Bears in Peril: Endangered Species List Photo: www.environmentaldefense.org

20. My comments today! • Who in the tourism industry and beyond, cares?

21. Who is Interested in It? • Travel Agents

23. Who is Interested in It? • Travel Agents • Travel Professionals

25. Who is Interested in It? • Travel Agents • Travel Professionals • Accommodations and Attractions

27. GREEN: Is it Heading In New Directions? • 86% of convention centers have implemented sustainable practices. • They are not alone: • 2006-2007 survey of tourism organizations found 75.4% were involved in CSR activities • NRA recently found that 65% of restaurants have a recycling program in place • According to AH&LA, 86% of hotels use energy efficiency lighting

28. Who is Interested in It? • Travel Agents • Travel Professionals • Accommodations and Attractions • Travelers

29. Growing interest in Green • 87% of U.S. consumers are seriously concerned about the environment (GfK Roper) • 30% of consumers make an effort to avoid buying products from corporations they don’t feel are environmentally responsible and 22% boycott those that are harming natural resources (GfK Roper) • 73% of consumers consider it important or very important that companies have a good environmental track record (BCG January 2009) • Despite current economy, 67% of US consumers that claimed to buy green products reported buying the same amount, 25% reported buying more, and only 8% are buying less (Harris Interactive March 2009)

30. Travelers Making Green Choices • 70% of attraction visitors are more likely to visit, and visit more frequently attractions that pursue green practices (PGAV Consulting) • 47% of travelers will take eco-friendly factors in to consideration when making travel plans in 2011 (TripAdvisor) • 45% of guests surveyed would be willing to pay a higher room rate for sustainability initiatives in hotels (Cornell University)

31. Green Practices Travelers Look for at Destinations PGAV Destination Consulting

32. Traveler Likelihood of Visiting Green Attractions 70% of attractions visitors are more likely to visit a ‘Green’ Attraction Source: PGAV Destination Consulting

33. For 75% of respondents, their perception of Biltmore is improved knowing we make becoming environmentally friendly a priority Women’s perceptions are more likely to be influenced

34. Where is Sustainable Tourism Happening? It’s Happening Everywhere

35. Outer Banks Brewing Station Not only is it the country’s first Brewery powered by a wind turbine, its also the first and only restaurant. O.B.B. Photo courtesy Outer Banks Brewery • Supplements power--saves between $150 and $250 per month on electric bill; • Use 100% of the power the turbine generates. • 11 year payback offsetting 250 tons of GHG over its operating life.

36. Music on the Mountaintop, Boone, NC Uses renewable energy and supports local nonprofits

37. Examples of Sustainable Tourism In North Carolina Proximity Hotel (LEEDS certified, Platinum Level)

38. Examples of Sustainable Tourism In North Carolina Highland Lake Inn, Flat Rock, NC (Farm to table program & solar hot water)

39. Examples of Sustainable Tourism In North Carolina Mez Restaurant, Durham (LEED certified, Silver Level)

40. Examples of Sustainable Tourism In North Carolina The Pinehurst No. 8 Centennial Golf Course Audubon International Bird Salutary

41. Sustainable Tourism Business Actions

42. State Level Sustainable Tourism

43. Governmental regulation • Here in North Carolina: • ABC recycling, Plastic bottle landfill ban, Smoking Ban, plastic bag ban • What is next? • FL Section 286.29, “The Energy, Climate Change, And Economic Security Act Of 2008” • Will the travel and tourism industry be seen as part of the problem or part of the solution? “We expect the pace of regulation to increase in the future. We believe the industry needs to be more proactive in helping to shape these regulation, not to minimize their impact, but to help educate regulators and ensure that sensible, balanced action are taken.” Deloitte: Hospitality 2015

44. My comments today! • Resources and information that may be helpful.

49. Center for Sustainable Tourism Resources • “How To” Documents and Green Tip Sheets • Industry Sector Manuals and Checklists • White Papers and Reports on Special Topics • Carbon Calculator • Contact Lists • Webinars • Speaker and Lecture Series Events • Community and Industry Consultations

50. Tip Sheet Topics Water Efficiency for Commercial Bathrooms Water Conservation Ideas of Restaurants Seasonal Eating Local vs. Organic Edible Landscaping Oyster Recycling Recycling at Venues and Events Recycling at Sports Venues 10 Sustainable Practices You Can Implement Today Choosing a Sustainable Event Venue Connecting with the Local Community Green Booths LED Exit Signs Reducing Paper Waste at Conferences Waste Reduction for Bed & Breakfasts