2010 Deutsche Bank Championship - A PR Case Study

I've seen quite a few articles describing the green efforts at this weekends PGA events at TPC Boston. Although I was impressed to see the following initiatives on the events website (even though some of them have nothing to do with golf) I couldn't help but notice they left out a number of accomplishments and initiatives that should have  been the main focus.

The Deutsche Bank Championship is proud to be the first and only ‘carbon neutral’ event on the PGA TOUR and is committed to environmental sustainability. In 2009, the Championship featured several initiatives that brought focus to these efforts:
  • Showcased a new Sustainability Tent, located near Kids' Village, that featured a replica of DB Climate Change Adviser's Carbon Counter, the world’s first scientifically valid, real-time carbon counter (http://www.know-the-number.com).
  • The Sustainability Tent also featured an exhibit and working model of Solar Impulse, a pioneering project aiming to complete the first manned flight around the world in 2012 in an airplane powered only by the sun, without emitting any pollutants (http://www.banking-on-green.com/en/content/solarimpulse.html).
  • Recruited a volunteer recycling team that collected and sorted redeemable materials on-site and donated the contributions to local food banks and pantries.
  • On-site Spectator Transportation and power generation used bio diesel in their vehicles and machines.
  • A solar panel was installed and tied into our power grid for power during the Championship.
All looked great, and they should be commended for their efforts, but I've got to say they left out a whole bunch of important stuff. I've always known of TPC Boston's incredible track record with the Golf Digest Environmental Leadership Awards, and yet this wasn't even mentioned on the events or the clubs websites? Bizarre. You'd think they'd brag about this kinda stuff.

In addition check out this article form The Financial Post, they dug up some more green efforts that were no where to be seen on the events website. I've quoted the article below and highlighted some of the features I was impressed with, see the full article here: 2010 Deutsche Bank Championship Sustains Green Commitment
For 2010, the Championship has partnered with BMW, the official vehicle of the Deutsche Bank Championship, to provide PGA TOUR players with a fleet of vehicles that includes the BMW ActiveHybrid 7 Series and BMW 335 Advanced Diesel. The BMW ActiveHybrid 7 Series is 5% more efficient than its non-hybrid counterpart and is able to run exclusively on electric power and emit zero harmful CO2 emissions up to a speed of 37 mph. The BMW 335 Advanced Diesel offers cleaner emissions, making it an excellent alternative to a traditional gas car.
“The Deutsche Bank Championship has remained committed to maintaining a high standard of environmental excellence, reflecting the Bank’s overall commitment to be carbon neutral from 2013 onward,” said Seth Waugh, CEO of Deutsche Bank Americas. “We have made significant strides in reducing the event’s carbon footprint and will continue to build on our success so that the Championship will be enjoyed by generations of fans to come.”
The Championship has also invested in new liners for all on-site trash bins that are 100% bio-degradable and reduce emissions in the manufacturing process by 7%. Also new for 2010, the Championship, in partnership with Big Green Hippo & Newport Biodiesel will be converting all of the vegetable oil used in the kitchens into biodiesel fuel. This fuel is locally produced, non-toxic and can be used to power diesel engines or home oil furnaces.
Because it is not possible to entirely eliminate the environmental impact of the event, Deutsche Bank and the Championship are investing in carbon-offsets to finance programs that will reduce greenhouse gas emissions by an amount that is estimated to be equal to those generated by the event. This year, the Bank will purchase carbon-offsets that will help finance the construction of a biomass fired power plant in Amazonas, Brazil. The goal of the project is to replace electricity from fossil fuels, while also reducing methane emissions from biomass stockpiles. The project will reduce greenhouse gas emission equivalent to 170,000 tons of CO2 per year and will help contribute to the sustainable development of the local community. The program was validated by environmental consulting expert First Climate, one of Europe’s leading carbon asset management companies.
TPC Boston is adjacent to 150 acres of local conservation land donated by the development partnership of the club to the towns of Norton and Mansfield. The golf course was designed to complement its natural surroundings. There is a dedicated effort to preserve and enhance the environment by managing grassland and forest edges for the benefit of wildlife around the golf course. The foundation of environmental stewardship begins with utilizing natural products like composts and organic fertilizers that are recycled from biosolids, poultry litter, wood and paper. This practice helps achieve the building of quality soil, which allows the club to judiciously use water and other resources for improved plant health. The club has been the recipient of three Golf Digest Environmental Leaders in Golf Awards for environmental stewardship and is designated as a “Certified Audubon Cooperative Sanctuary.
Read more: http://www.financialpost.com/markets/news/2010+Deutsche+Bank+Championship+Sustains+Green+Commitment/3483429/story.html#ixzz0yh0jZsjv

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