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On Location: GreenBuild 2003

A dispatch from the GreenBuild 2003 conference in Pittsburgh, Pa. By Matt Lounsbury Read More

(Updated on July 24, 2024)

A dispatch from the GreenBuild 2003 conference in Pittsburgh, Pa. By Matt Lounsbury


More than 5,000 people descended on Pittsburgh in mid-November for the U.S. Green Building Council’s (USGBC) second annual GreenBuild International Conference & Expo. Held at the David L. Lawrence Center, the “world’s largest green convention center,” the conference proved a living case study for what is arguably the fastest-growing segment of sustainable business.

The air was rich with positive confusion over which panel session to attend, which connection to make (“network corners” were provided by Herman Miller), or what product booth to visit. Throughout the week, though, it was easy to see that the conference, the USGBC and the industry itself, is struggling with how to manage its growth. For most, GreenBuild 2003 was an overwhelming improvement from last year’s gathering in Austin, Texas, which many complained was not on par with the pulse of the movement.

The Challenge of Market Penetration

As with any industry, growth presents a host of opportunities and challenges. For some, the increasing interest, attendance and support of green building by larger corporations could be the true measure of success. For others, the corporate presence could challenge the movement’s integrity. One controversial issue, for example, was whether to accept trade associations such as The Vinyl Institute or Home Builders Association as USGBC members.

As a market transformation tool and an industry performance indicator, LEED (USGBC’s Leadership in Energy and Environmental Design certification) has created the most mainstream buzz. LEED has succeeded beyond all expectations to date, and it now accounts for 4.5 percent of the U.S. commercial development market. USGBC is clearly (and almost solely) focused on LEED as a tool to expand the green building movement.

There was some discussion that USGBC could potentially fulfill a broader mission and expand its role to increased education and advocacy. While LEED has engaged a larger number of players that would otherwise not “get it,” limitations are emerging.

The Knowledge

To the thousands of newcomers at the conference (many of whom have already signed up for next year’s conference in Portland), the educational sessions were a success. Attendees were able to choose from sessions across 10 tracks ranging from “Building Case Studies” to “Materials” and “Theory.” The sessions were packed with a wealth of introductory green building concepts, details and best practice approaches.

The returning crowds, however, eager for richer technical information or the cutting edge trends in green design, seemed generally disappointed by the format for the educational sessions. Many sought to hear the next big thing but were met with watered-down speeches that were either too basic or too short. Others struggled to gain inspiration or insight from speakers whose presentations were limited to 20 minutes.

“I don’t feel like I learned anything new in the sessions,” said Lynn Barker, sustainable building specialist for the City of Seattle.
While many sessions failed to meet the expectations of more sophisticated practitioners, there were, as Scott Lewis of Brightworks NW put it, “kernels of value hidden in a sea of time and money expended.”

The most popular sessions were those that openly highlighted the need to go beyond LEED through a focus on natural systems, human feeling, and interaction with nature. Many speakers and panelists also cited integrity as a key to the success of the movement.

One of the most well-attended and well-received sessions included an analysis of “Buckminster Fuller’s Vision,” where Bob Berkabile cited “Bucky’s ideas as a driver for change.” According to Nathan Good, architect and facilitator for CH2M Hill in Portland, Berkabile’s session was one of the few able to “touch people’s hearts and engage our minds.”

The “Stuff”

Products and materials have emerged as a major market driver in the green building world. For many, the real action at the conference was in the exhibition hall, where over 300 companies and organizations showed off the latest in green building stuff.

In some respects, the product expo represented the true scale and direction of the conference, as more and more companies and manufacturers hone in on the major opportunity green building represents. This year, larger companies like Phillips, Ford, and Shaw Carpet could be found right alongside emerging startups.

As startups angled to demonstrate and describe products such as on-site commercial wind turbines and fuel-cell technologies, larger players were busy debuting new slogans and images on sophisticated, flat-screen TVs and computer displays. Some fun slogans: “Our Mission is the Mountain,” “Building Better Outcomes Through Concrete,” and “Pink is Green.” A significant number of exhibitors showcased products that can purportedly “earn LEED points” or “satisfy LEED requirements.”

According to Alex Wilson, president of BuiltGreen and a USGBC board member, “As the show grows, it could take on the life of a trade show, with products as the primary focus and the technical sessions becoming secondary or presented through smaller conferences.”

To Wilson, the presence of the larger corporations such as DuPont (NYSE: DD) represents the phenomenal growth of the industry. But he also admitted there are drawbacks. “The risk is we need to maintain credibility and somehow differentiate the good products,” Wilson said.
And that’s a tricky proposition, he added. “We don’t know what the rules are. As a board member, we know we need to respond to needs and remain nimble.”

Looking to Stumptown in 2004

Many of the Northwest green building regulars in attendance were busy preparing for next year’s GreenBuild 2004 in Portland. A 10-plus USGBC Cascadia Chapter Host Committee, including representatives from the city’s Office of Sustainable Development (OSD), Portland Oregon Visitor’s Association and numerous Portland architecture and engineering firms, remained incredibly active in Pittsburgh, scrambling to absorb and gain as much momentum for next year.

In the exhibit hall, Portland manned a 2004 host booth equipped with brilliant brochures, calendars, fresh-brewed Stumptown coffee and microbrews. The 2004 committee also held a post-conference debriefing session to discuss lessons learned from Pittsburgh.

Already underway are ideas for improving the educational tracks by offering more advanced session formats. Johanna Brickman, environmental coordinator for ZGF Architecture in Portland, suggested an “emphasis on problem solving by using more focused sessions.”

As the conference wrapped up, Rob Bennett, green building manager with OSD, suggested the test to green building gatherings (and the industry as a whole) is no longer how to gain traction among the masses, but “how to appeal to both the newer mainstream and veteran masses alike.”
Lisa Miles, sustainability coordinator for Ashforth Pacific in Portland, added, “It’s important to continue to have the new people rubbing elbows with the really experienced.”

Nearly everyone agreed the conference was productive and that the growth as a signal that green building is real. Where Pittsburgh lacked a sense of vitality as host city (the day the conference opened, local headlines read, “City to declare bankruptcy”), Portland may be able to capture the imagination of visitors. All eyes are on the Northwest to live up to its image as a leader in ecological development and environmental business.

Bennett admitted the trick will be how “to strike the balance of a mainstream event and something unique.”
“It’s a big challenge to jump to the next level,” he said “But it’s also a chance to focus on new opportunities by looking at Portland’s position as an environmental epicenter.”

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Matt Lounsbury is an independent contractor primarily working in the integrated design field with Berkeley, Calif.-based Natural Logic.

This article has been reprinted courtesy of Sustainable Industries Journal. It first appeared in the December 2003 issue of that publication.

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