10 Tips for Creating a Successful Green Events Team
March 4, 2020
We recently wrote about why event industry organizations should implement green teams — cross-functional groups that identify and implement ways to help the organization operate in a more environmentally sustainable fashion.
While a green team might typically be internal to one specific organization or venue, in the events world, the best results come from extending those teams to encompass all key stakeholders responsible for executing a specific event. In many cases, while these green teams are still voluntary, the responsibilities are seen as being part of the job function and may not require any additional time outside of the usual work schedule.
According to sustainability tech pioneer and author Bill Roth, there are eight keys that go into making up a successful green team. We used these keys as the basis for our tips on forming green events teams — and included two bonus tips.
- Volunteers: Involve people who care about sustainability and want to help make an impact. That passion will help you drive efforts forward. Megan Warzeniak, director of business development for Key Events, says a top-down approach where sustainability is a core value for the company can help raise interest. For example, every new hire at Key Events completes sustainability training as part of their onboarding to help them understand the impact of green practices.
- Start with low-hanging fruit: Pick easy ways to make change that will get results fast — and get people excited about the additional opportunities. “No idea is too small,” says IMEX Knowledge and Events Senior Executive Milda Salciute. “Pick your battle — whether it’s reducing packaging [for event shipments, giveaways or food service] or minimizing food miles [the distance food travels to reach your plate]!”
- Have an executive sponsor: Even if members of your green team are volunteering their time, it will be seen as an organizational initiative. Having executive backing increases your chance of success, as your efforts will receive more visibility internally (and possibly externally as well).
- Brainstorm, focus, execute: To determine the best ideas to implement, first brainstorm ideas. Then, narrow it down to those that you can tactically execute. Depending on the initiative, this may involve discussions and agreements with partners and suppliers. Finally, gain group consensus on the path forward and make it happen.
- Engage the supply chain: This is crucial to the success of a green events team. No matter how much a single organization does, the most significant impact on communities and the environment lies within the supply chain. Your team — and your events — will be more successful if you include suppliers, such as your event agencies, production companies, caterers, transportation companies and of course venues, within your green team conversations. Claude Molinari, general manager of Detroit’s LEED Gold-certified TCF Center, recommends venues partner with local and industry organizations that are also creating green programs to share best practices and resources.
- Retain experts: Passion goes a long way, but you also need expertise. More organizations are hiring senior staff whose responsibilities are directly focused on sustainability, diversity and inclusion, and corporate social responsibility. These roles often are a blend of operations, human resources, legal, marketing and financial knowledge — and may also be responsible for creating or leading agreen team. For events, know who to partner with to turn your visions into reality. Want to plan a sustainable event? Look for venues and suppliers that already have the infrastructure and know-how in place to help you be successful.
- Celebrate success: Don’t be afraid of self-promotion. Green teams should share and celebrate their successes to get those within and outside the organization interested in supporting future initiatives. For venues and suppliers, this can be another way to attract new business. For corporations and associations, this type of publicity aids with net promoter scores and positive brand recognition — and can also aid with capturing executive attention.
- Engage senior executives: This is an extension of having an executive sponsor. If you want to effect major change, you may need to make some changes, budget-wise, supplier-wise and organizationally — and you’ll need executive buy-in both within your organization and within those of your partners. To grow green programs faster, Molinari advises looking for funding opportunities and sponsors that will minimize costs for customers.
- Invest in your team’s green future: Warzeniak recommends organizations allow their green teams to invest time in continuing to learn and grow as a team. “One powerful way to do this is by becoming a certified green company through your state,” she says (in Key Events’ case, California). “The process is educational and a great way to keep your team engaged.”
- Don’t be afraid to ask: Salciute emphasizes that you should not feel afraid to ask for anything that will help you achieve your green goals. “The majority of people will want to help you with your sustainability efforts and will be willing to at least listen,” she says. “The worst that can happen is that someone says no.”
Does your organization have a green team in place that drives sustainable event initiatives? We’d love to hear about it. Reach out to us on Facebook and Twitter! Got any sustainability news to share? Reach out to lpsavas@tsnn.com!
Partner Voices
Less than six months ago, Lisa Messina joined the Las Vegas Convention and Visitors Authority (LVCVA) as the first-ever chief sales officer after leading the sales team at Caesars Entertainment. A 12-year Las Vegas resident, Messina is a graduate of Cornell University’s School of Hotel Administration and serves on MPI International’s board of directors.
TSNN had a chance to catch up with this dynamic leader and talk to her about her vision for the new role, current shifts in the trade show industry, creating more diversity and equity within the organization, and advice to future female leaders.
Lisa Messina, Chief Sales Officer, LVCVA
With Las Vegas becoming The Greatest Arena on EarthTM, what are some of the things you’re most excited about in your role?
Our team was at The Big Game’s handoff ceremony earlier this month, and I couldn’t help but think, “We’re going to crush it next year!”
These high-profile events and venues not only drive excitement, but also provide unmatched opportunities for event planners. Allegiant Stadium hosts events from 10 to 65,000 people and offers on-field experiences. Formula 1 Grand Prix will take place in Las Vegas in November, after the year-one F1 race, the four-story paddock building will be available for buyouts and will also offer daily ride-along experiences that will be available for groups. And, of course, the MSG Sphere officially announced that it will open in September, ahead of schedule, with a U2 residency. It’s going to be the most technologically advanced venue as far as lighting, sound, feel, and even scent, and it will be available for buyouts and next-level sponsorships inside and outside. There’s no ceiling to what you can do when you’re doing events in Las Vegas.
Allegiant Stadium
As the trade show and convention business returns to the pre-pandemic levels, what shifts are you noticing and how do you think they will impact the industry going forward?
Our trade show organizers are very focused on driving customer experience. Most of our organizers are reporting stronger exhibitor numbers and increased numbers of new exhibitors, with trade shows proving to be almost or above 2019 levels. Now our organizers are really doubling down on driving attendance and focusing on the data to provide that individualized, customized experience to help attendees meet their goals and get the best value. Some companies continue to be cautiously optimistic with their organizational spend when it comes to sending attendees, but I think it will continue to improve. As the U.S. Travel Association makes more progress on the U.S. visa situation, we also expect a growing influx of international attendees.
What are some innovative ways the LVCVA helps trade show and convention organizers deliver the most value for their events?
We focus on customer experience in the same way that trade show organizers are thinking about it. We got rave reviews with the West Hall Expansion of the Las Vegas Convention Center (LVCC), so over the next two years, we will be renovating the North and the Central halls, which will include not just the same look and feel, but also the digital experiences that can be leveraged for branding and sponsorship opportunities.
Vegas Loop, the underground transportation system designed by The Boring Company, is also a way we have enhanced the customer experience. Vegas Loop at the LVCC has transported more than 900,000 convention attendees across the campus since its 2021 launch. Last summer, Resorts World and The Boring Company opened the first resort stop at the Resorts World Las Vegas , with plans to expand throughout the resort corridor, including downtown Las Vegas, Allegiant Stadium and Harry Reid International Airport. The LVCVA also purchased the Las Vegas Monorail in 2020, the 3.9-mile-long elevated transportation system that connects eight resorts directly to the convention center campus. This is the only rail system in the world that integrates fares directly into show badges and registration. For trade show organizers, these transportation options mean saving time, money and effort when it comes to moving groups from the hotels to LVCC and around the city.
Also, the more we can focus on building the infrastructure around the convention center, the more it supports the customer experience and ultimately supports our trade show organizers. Scheduled to debut in Q4, Fontainebleau Las Vegas will offer 3,700 hotel rooms and 550,000 square feet of meeting and convention space next to LVCC.
What are some of the plans for advancing DEI (diversity, equity and inclusion) within your organization?
We’re currently partnering with instead of working with a leading consulting firm, to lay the foundation and create a solid DEI plan and be the leader when it comes to DEI initiatives. The heart of that journey with the consulting firm is also talking to our customers about their strategic approaches to DEI and driving innovation in this space.
What are your favorite ways to recharge?
My husband and I have an RV and we’re outdoorsy people. So, while we have over 150,000 world-class hotel rooms and renowned restaurants right outside our doorstep, one of my favorite things to do is get out to Red Rock Canyon, the Valley of Fire, and Lake Mead. Five of the top national parks are within a three-hour drive from Las Vegas, so there’s a lot you can do. We love balancing the energy of Las Vegas with nature, and we’re noticing that a lot of attendees add activities off the Strip when they come here.
Valley of Fire
What advice would you give to women following leadership paths in destination marketing?
I think it’s about being laser-focused on what you want to accomplish; building a team around you that lifts you and helps you achieve your goals; and being humble and realizing that you do it as a group. No one gets this done alone. Thankfully, there are a lot of women in leadership in this organization, in our customers’ organizations, and in this city that we can be really proud of. We’re a formidable force that is making things happen.
This interview has been edited and condensed.
This article is exclusively sponsored by the Las Vegas Convention & Visitors Authority. For more information, visit HERE.
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