Drivers of green building market growth

There are a number of important trends favoring the continued rapid growth of green buildings through 2012. Table 1.3 shows important drivers for green building growth. The commercial and institutional green building market continues to grow at more than 50 percent per year (see Figure 2.2). In 2006, cumulative LEED-NC Table 1.3 Drivers for green building growth Table 1.3 Drivers for green building growth Diminishing over time, as economics of renewable energy improves Moderate impact, but...

The future of green buildings

Hurricane Katrina in 2005, a 50 percent increase in oil prices since 2004 and Al Gore's Academy Award-winning documentary, An Inconvenient Truth, taken together, have put an end to the public's age of innocence about the power of natural forces, the continued availability of cheap oil and the inevitability of climate change. As a result, we've seen a sea change in consumer attitudes toward everything green, including green homes and green buildings. There is a momentum that will sweep across...

List of Illustrations and Photos

1.1 The 52-story 7 World Trade Center, the first new building at Ground Zero is certified LEED-NC Gold. 1.2 Designed by Arrowstreet, the Artists for Humanity Epicenter in Boston is certified LEED-NC Platinum. 1.3 LEED-NC credit distribution. 1.4 Designed by Shears Adkins RMI, the Rocky Mountain Institute's Boulder office is certified LEED-CI Platinum. 1.5 Girvetz Hall was the first building at UCSB to go through the LEED-EB process it is certified at the Silver level. 1.6 Carbon dioxide...

Use of certification programs for green building projects

There are numerous certification programs for green buildings in the US and Canada, including the six LEED rating programs from the USGBC, Green Globes, Green Guide for Health Care - GGHC (technically an evaluation method and not a formal rating system), Energy Star, the Collaborative for High Performance Schools (CHPS) and LEED for Schools. A new standard for minimum energy performance will be unveiled toward the end of 2007, called Standard 189 this will become the minimum performance...

Highperformance on a budget

A large developer-driven, build-to-suit project in Portland, Oregon, completed in the fourth quarter of 2006, exposed flaws in the notion that higher levels of performance must always lead to significantly higher capital costs. The 400,000 square foot, 16-story, 145 million Center for Health and Healing at Oregon Health & Science University received a LEED Platinum rating early in 2007, the largest project in the world to achieve this highest green building rating. The developer has reported...

Assessing sustainable design marketing strategy

Opsis Architecture Lovejoy

Certainly for most firms, the key marketing strategy of our time is focus and differentiate. Most firms know their areas of focus fairly well, so the issue becomes how to differentiate a firm's capabilities in sustainable design from other firms'. Here are some suggestions for marketers of design and construction services. Often a firm needs first to conduct a strategic review of its capabilities and opportunities using a SWOT Strengths, Weaknesses, Opportunities, Threats 10.1 Originally used...

Case study Mithun

Based in Seattle, Washington, Mithun shows how a leading sustainable architecture, urban planning, interior design and landscape architecture firm applies these principles. The firm's President and CEO, Bert Gregory, emphasizes that firms must invest in efforts like extensive staff training, conference and event speaking engagements and in opportunities that encourage collaboration and team effort - all while pursuing internal research and development using the firm's money and not the...

Demand for specific green building measures in LEEDNC

Using statistics from the USGBC, we can profile specific green building measures that are used by the green building market. The current split of LEED-NC 7.1 The Evergreen State College campus expansion project features a green roof on the LEED-NC Gold-certified project. Courtesy of DPR Construction. 7.1 The Evergreen State College campus expansion project features a green roof on the LEED-NC Gold-certified project. Courtesy of DPR Construction. version 2.1 certified projects is about 41...

Public facilities

Chipperfield Library Golden Facade

The market for green buildings for public agencies is perhaps the largest single green market in the US, and it is growing rapidly. Based on the combined office, public safety and recreation segments, the market exceeds 43 billion per year, much of it in smaller buildings. Whether for office buildings, public safety and justice, libraries, cultural or recreational projects, laboratories or public housing, there is a rising demand to meet the increasing array of public policy directives to...

Benefits that build a business case

The business case for green development is based on a framework of benefits economic, financial, productivity, risk management, public relations and marketing, and funding.9 Table 3.1 presents an outline useful for understanding the wide-ranging benefits of green buildings, which are examined in detail in the following section. As we will see in Chapter 9, increased economic benefits are the prime driver of change in all new innovations for green buildings, these benefits take a variety of...

Educational buildings

Green Educational Buildings

The value of educational construction exceeded 50 billion annualized in 2005.5 Imagine that this market consists of 2,500 to 5,000 buildings valued at 10 million to 20 million each. Now further imagine that eventually 625 to l,250 of those will be LEED-registered each year, given that LEED aims to address the top 25 percent of the market in each building sector. Therefore, in 2007 and 2008, based on current market data, I estimate that about l2 to l4 percent of all LEED-registered projects will...

Changing the DNA of a major construction firm Swinerton Builders

For this book, we interviewed Mark Gudenas, National Marketing Director of Swinerton Incorporated, an employee-owned general contractor headquartered in San Francisco.12 In 2005, Swinerton ranked 18th among general contractors in the US with about 1.2 billion in revenues.13 Gudenas spoke of the long evolution at Swinerton toward becoming focused on green building. This story can be used by any design, development or construction firm to accelerate their progress toward embedding sustainability...

The LEED rating systems

The essence of LEED, and its particular genius, is a point-based rating system that allows vastly different green building measures to be compared with one resulting aggregate score. LEED accomplishes this by rating all buildings across five categories of concern using key environmental attributes in each category. The five major issues for rating green buildings are creating sustainable sites, conserving water, conserving energy, using materials and resources efficiently and ensuring good...

Incentives and impediments to green buildings

Still, there are barriers to the widespread adoption of green building techniques, technologies and systems, some of them related to real-life experience and the rest to perception in the building industry that green buildings still add extra cost. This is surprising because senior executives representing architectural engineering firms, consultants, developers, building owners, corporate owner-occupants and educational institutions have held positive attitudes about the benefits and costs of...

Seven Keys to Sustainable Design Marketing

There is no single competitive response to the growing green building market that is right for every design firm. Your firm needs to consider its response in the light of the 4 C's - the clarity of its strategic vision, your capability to execute the vision, the captal available for marketing and sustainability initiatives, and the character of the firm's principals - their willingness to walk the talk of green design. Nevertheless, a conscious choice among strategies and a clear focus on one...

Understanding segmentation targeting positioning and

Positioning And Differentiation

A marketer's job is always fraught with difficulty. How to make a purple cow something remarkable out of a pink sow something ordinary seems to be the perpetual task of the marketing arm of the firm. In today's marketing environment, a firm must be remarkable just to get some attention, hence the purple cow analogy. 6 The chapter introduces some of the basic concepts of modern marketing and applies them to marketing green buildings, including design services, construction services, technologies...

Case study Turner Construction Company

Turner Construction is the largest commercial construction firm in the US, with annual revenues of more than 7 billion in 2005.10 In 2004, Turner's then-CEO Thomas Leppert announced a formal commitment Turner Green to sustainable construction and business practices, as a means to continue strengthening Turner's leadership position.11 Leppert asserted that Turner's plan to be the leading responsible builder is good for the environment, and also for building owners, developers and occupants....

Large public facilities transportation and sports

Sustainable Sports Buildings

Large public facilities such as stadiums and airports are beginning to look at sustainable design as part of the public process for gaining approvals for these very large, multi-year projects. For example, the Washington Nationals new 600 million baseball stadium in the District of Columbia is expected to be a LEED-certified project when it opens in 2008. In Minneapolis, developers of a new stadium for the University of Minnesota and the Minnesota Twins propose to achieve LEED certification for...

LEED Rating Systems Comparison

This appendix provides a comparison of all four major LEED rating systems, including the most often-used of the USGBC's, LEED-NC, which represents 75 percent of registered projects and 77 percent of all certified projects, through the end of March 2007. Table 1 shows how each of the four major systems, LEED-NC, LEED-CI, LEED-CS and LEED-EB, shares the same credit structure and many of the same credits. Additional USGBC rating systems not included here are LEED-H and LEED-ND, both of which are...