Type "green meetings" into a Web browser, and the results are "overwhelming," said Loriann White, CMM, regional vice president for ConferenceDirect. "People are confused." Sustainability and social responsibility are front and center in the meetings industry limelight. But data remains fragmented and incomplete, reliable sources of information are not easily accessible, and standards have yet to coalesce. Q Help is on the way from three national green meetings organizations: the Green Meeting Industry Council (GMIC), formed five years ago; the Convene Green Alliance (CGE), launched in 2007; and the Association of Green Meetings & Events (AGME), of which White is co-founder and executive director, debuted this past spring. Meeting professionals now can join these national organizations to find information, best practices, resources, networking, and even certification in green meeting planning. "

A lot of associations understand the need for standardization," noted Michelle White, a former GMIC board member. "Before it was the cool thing to do, GMIC was weeding through and finding what's meaningful from credible sources."

Participation in the Atlanta Green Meetings Council became so intense that it made sense to develop it nationally as AGME, noted Audrey H. Davies, senior manager of events management for The Home Depot, USA Inc. The association aims to help its members take a systematic, structured, and more standardized approach to running green meetings.

When trade-show management provider IMN Solutions raised the idea of a Convene Green Alliance, "I was all revved up about a green session I attended at PCMA's annual meeting in Toronto in 2007," said Karen MacFarland, CMP, meetings manager of the American Association of Physicists in Medicine (AAPM). She thought the alliance was an "awesome idea," and AAPM became a founding partner.

All this is happening as the Convention Industry Council's (CIC) Accepted Practices Exchange Commission (APEX) begins work with ASTM International to develop environmental standards for the meetings industry, with the assistance of a recently formed taskforce.

"We always talk about building awareness and recognition of our industry," said Amy Spatrisano, CMP, principal with Meeting Strategies Worldwide and president of GMIC's board. "A goal to reduce our carbon footprint would put us on the map." Given the price of fuel and rising energy costs, it can also save money - which may help explain why interest in green meetings is exploding.

"It doesn't mean we don't meet anymore," added Spatrisano, who pioneered green meetings with partner Nancy J. Wilson, CMP. "But how, when, and where may look a little different. What our industry needs right now is to be proactive, rather than reactive."

These green meetings organizations aim to be just that.

Green Meeting Industry Council (GMIC)
www.greenmeetings.info
Mission: A small group of industry professionals saw the need for a single clearinghouse to promote environmentally responsible strategies in meeting management through collaborative efforts of the hospitality industry, corporations, government, and community organizations. Green meetings were not a priority for the meetings industry when GMIC was formed on Dec. 10, 2003. After fulfilling certain qualifications, GMIC was accepted into the CIC in 2007, and will assist in developing green meeting standards through the APEX process. "This is the best way to get the industry to collaborate on green meetings," Spatrisano said. GMIC's reach is also international through a partnership with IMEX (the worldwide exhibition for incentive travel, meetings, and events), and a collaboration with VisitDenmark on the "Meeting the Future" initiative. Association Management Services was recently hired to manage GMIC. And, as Convene was going to press, GMIC announced a new brand identity and Web site - and a new mission statement: "transforming the global meetings industry through sustainability."

Speaking at the UN Caring for Climate Summit, Guy Bigwood, a director on the board of GMIC, said, "It's time for the GMIC to step up and claim a leadership role and purpose in the industry. With so many regional sustainability initiatives, the meetings industry needs an independent, global, and dynamic community to unite the silos of debate and create a unified global response to climate change with real practical solutions."

Programs and Services: GMIC is developing standards, education, networking, resources, best practices, and certification for meeting planners from beginner to advanced. A members-only area of GMIC's Web site features a resource for one-stop shopping, and both members and non-members can share best practices by completing an online form. Chapters in Chicago, San Francisco, Atlanta, and Portland are being launched, and several will be in place in Europe and Asia by the end of 2009. GMIC and IMEX now jointly present Green Meetings, Green Exhibitor, and Green Supplier awards.

Events: In 2005, GMIC launched Greening the Hospitality Industry Conference, which drew 75 attendees. It followed that up with conferences in 2007 and 2008 (when 205 attended). "People are excited and hungry for this conversation," Spatrisano said. GMIC expects close to 500 attendees at its 2009 conference in Pittsburgh.

Membership and Fees: In response to a cascade of interest, and without any formal marketing, membership has grown 300 percent over the past year to a total of 200. Business partners and conference revenue provide most of GMIC's funding, supplemented by the individual member fee ($185 annually). Supporting businesses can sign on at Bronze, Silver, Gold, and Platinum levels (from $1,000 to $10,000 a year, with additional benefits at successive levels), and a founding membership costs $25,000 per year for two years.

Executive Director: Tamara Kennedy-Hill

Association for Green Meetings & Events (AGME)
www.agmeinc.org
Mission: It took one year from a eureka moment at an informal roundtable, to formation of the Atlanta Green Meetings Council (AGMC), to creation of the national AGME. Its mission is to build a professional community around the continued learning, overall awareness, and application of sustainable and socially responsible practices in planning and executing meetings and events. AGMC (www.atlantagreenmeetings.com) launched in July 2007 to leverage the collective resources of Atlanta-based meeting planners and event specialists ($420 million in buying power) in influencing and sharing best green practices. The 27 members represent corporations (such as Coca-Cola and Home Depot), associations, and governmental organizations that plan, place, and promote green meetings. AGMC became AGME's first "chapter," with other chapters forming in Chicago, San Diego, Boston, and Birmingham.

Programs and Services: AGME's Web site went live in early June as a clearinghouse for best green practices and proven how-to's (plus a glossary, eco-audit tips, case studies, and more). E-newsletters, Webinars, and a program of speakers/trainers are in development. The components of a green meeting certification program, including financial/budgeting, communication, marketing, contracts, F&B selection, eco-audits, transportation, audiovisual production, and technology, are in place. The first certification session on a professional level will take place at AGME's first annual meeting in August 2009, which will be held in the Atlanta/Southeast region. Virginia Tech will offer the session in the fall; talks are in progress with the University of Georgia, Georgia State University, and Florida State University.

Events: Educational sessions already have been presented at PCMA's Southeast Chapter, MPI's Georgia Chapter, TSEA-Southeast Chapter, GSAE's Southeast Chapter, and Birmingham Event and Meeting Professionals.

Membership and Fees: AGME had 65 members before officially opening its doors. Anyone who plans, promotes, and produces green meetings and special events (planners, suppliers, or independent contractors) can join for $99 per year. The annual fee for a government planner, supplier, or agency is $59. A student enrolled for a minimum of 12 hours per week and studying to enter the meetings and hospitality industry pays $29 per year. The annual fee is $450 for up to five individuals or $850 for six to 10 individuals at a single company.

Executive Director: Loriann White, CMM, regional vice president for ConferenceDirect

Convene Green Alliance (CGA)
www.convenegreen.com
Mission: Association management company IMN Solutions brought 16 founding partners together and formally launched this industry alliance in the summer of 2007. They plan to leverage their collective buying power with suppliers as well as consult with and learn best environmental practices from each other, said Scott Lindley, vice president of development. For example, a founding partner of the alliance whose annual meeting was held in a Midwestern city couldn't get recycling bins for the convention center. It knew it had to budget for a recycling program or be more selective in site selection. One year later, the convention center was using recycling bins, signage, and even motion detectors that turned lighting on and off. "It had implemented hundreds of thousands of dollars in green initiatives," Lindley said. "No doubt we were part of the reason these changes were implemented."

Programs and Services: With a Web site, evaluation tools, case studies, educational programs, and peer-to-peer networking, the alliance is helping members formulate green policies, learn from each other's best practices, and make buying decisions that reduce the environmental footprints of their organizational operations and events. Members, at no cost, can send the alliance's self-assessment survey to prospective cities or facilities they are considering for their meetings; a scoring system provides apples-to-apples comparisons of their green capabilities.

Events: In 2008, the alliance produced five "focus forums," designed to educate association professionals on all aspects of green initiatives. CGA plans to offer seven to 10 additional forums in 2009, each in Washington, D.C. The most recent event provided attendees with specific information on executing an environmentally friendly meeting from a planner/host collaborative perspective. A case study on the Charlotte Regional Visitors Authority highlighted the trials, tribulations, and valuable lessons learned when the city successfully planned and executed a model green event.

Membership and Fees: More than 100 associations and industry partners are members. Currently, associations can join the alliance at no charge. Industry partners pay a flat annual fee and higher fees for more visible sponsorships. All educational sessions are free to association and industry members.

Executive Director: Jack Sammis, president of IMN Solutions, the company that manages CGA, recently appointed Tracey Messina as the executive director of the alliance.

Contributing Editor Maxine Golding is an award-winning writer, editor, and publishing consultant.

The Greening Challenge

Before determining how to make a meeting "eco-friendly," meeting professionals will find it helpful to get a handle on just what their exhibitions and meetings consume. How much water, food, and energy (from event planning to completion) are utilized? How much and what type of trash is produced?

The term you'll see more and more is "eco-audit." It's a tool or document that benchmarks your meeting's carbon footprint. You can use it to set objectives and measure your greening efforts meeting to meeting.

The eco-audit helps in other ways. For example, Meeting Strategies Worldwide expected a higher waste-diversion rate from a client conference in Portland than the convention center figures indicated. An audit revealed that the hauler had not charged the client accurately. "I find the attitude towards waste - which goes somewhere else - fascinating," said Amy Spatrisano, CMP, principal with Meeting Strategies Worldwide. "It's not thought of as a component to manage. By raising the diversion rate, you save money."

You needn't wait to complete an eco-audit to start greening your meeting. Karen MacFarland, CMP, meetings manager for the American Association of Physicists in Medicine (AAPM), decided "it was more important to act … that any step we take is a good one." For AAPM's recent annual meeting in July, she found a sponsor for reusable water bottles to be refilled at five-gallon coolers. And with the assistance of her general contractor, MacFarland arranged for recycling of carpeting, as well as cardboard and aluminum when booths break down.

While Spatrisano and other sources readily admit there isn't enough industry data on carbon footprinting, the numbers are coming:

• Marriott Vice President of Event Management Bruno Lunghi estimates that an average three-day meeting attended by 1,000 people at one of his company's hotel properties produces 12 tons of trash, uses 200,000 kilowatts of power, and consumes 100,000 gallons of water.
• A five-day meeting of 2,500 delegates can use 90,000 water bottles, said Michelle White, formerly director of environmental affairs for Fairmont Hotels & Resorts. If a facility doesn't recycle, all that plastic goes to the landfill, but using water in pitchers eliminates the problem.
• One hotel guest can generate two pounds of in-room waste in a single night, White noted. This waste quickly piles up for a meeting of 300 to 400 people over a couple of days. u A banquet meal travels 1,500 miles, on average, before reaching the dinner banquet plate. Local food, reasonably priced, can make a difference. ­

Green Your Meeting One Step at a Time

1. Whether you take a small or big step, get started now. Figure out your meeting's present baselines by conducting an eco-audit of your meeting. Go to any of the associations cited in this article to learn more about this. Then, you can decide where you want and/or need to green your meeting. If an eco-audit seems too daunting, start taking actions you know will improve your environmental footprint. 2. Put your plans and objectives in writing. If your organization is going to adopt an environmental statement and/or social responsibility policy for its meetings, formalize it and communicate it to stakeholders, sponsors, and vendors.
3. Green your RFPs. Make sure all your requests for proposal include your environmental requirements, since the selection of destination and facility will have the biggest impact on a meeting's carbon footprint.
4. Calculate outcomes and measure results. These will document the progress you're making and allow you to recalibrate your program as needed.
5. Learn from your mistakes. And help others learn by sharing efforts that don't succeed - and trying to understand why.

A half-dozen meeting and event professionals attending a Spotlight trade show in the San Francisco Bay Area didn't want their great discussion about greening their meetings to end. So they morphed it into a Google group for Green Meetings and Events (http://groups.google.com/group/green-meetings-and-events). Jeanavive Janssen, a green advocate with Event Productions, launched the group in March and manages it for planners and vendors who are seeking to create programs that are environmentally friendly. The group, with 67 participants, is based in the Bay Area but is open to others. "Everyone is asking the same questions," said Janssen, who hopes Green Meetings and Events will both accumulate and streamline information and begin to come up with baselines and solutions.