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November 11, 2011

22 GREEN PIONEERS PHOENIX BUSINESS JOURNAL November 11, 2011 phoenix.bizjournals.com

As resources become scarcer, energy becomes more expensive and space comes

at a premium—we’ve learned some-thing. Green business is good business. That’s why we started the GoGreen Conference. Our mission is to give business owners, leaders and decision-makers the tools the need to reap the benefi ts of being more sustainable. We’re coming to Phoenix because this region really understands that to be successful at sustain-ability you have to build smart infrastructure, collaborate across industries and sectors, and think outside the box. We are so energized at what the region has already accomplished and hope that we can facilitate additional positive impact with the support of our partners, The City of Phoenix and APS. We hope you’ll join us Tuesday, November 15, for the fi rst annual GoGreen ’11 Phoenix. We’ve lined up an incredible group of local speakers with global reputations—including Derrick Hall, President and CEO of the Arizona Diamondbacks; Al Halvorsen, Senior Director of Environmental Sustainability at Frito-Lay; Carolyn Bristo, Sustainability Offi cer, City of Phoenix; Todd Brady, Global Environmental Director, Intel; Miguel Jardine, Founder and CEO of VermiSoks; and Polly Shaw, Director of External Affairs, SunTech America. We’ll also be tackling 14 issues that are critical to the success of the Arizona economy through regionally targeted panel sessions—Smart Water, Zero Waste Strategies and Greening Your Supply Chain to name a few. Our sessions leverage local experts in the fi eld to give you best the practices, tools and insights needed to implement or enhance sustainability at your organization. Simply put: sustainability for business is an investment in your company’s long-term viability from all perspectives. It’s about more than just environmental stewardship—it’s also about creating a healthy and diverse culture for your people, and working effi ciently to maximize profi tability. And this is one bandwagon it’s not too late to get on. There’s a spot open and waiting for you at GoGreen ’11 Phoenix. We’ll see you there.

Ericka Dickey-NelsonFounder and Event DirectorThe GoGreen Conference

P.S. You can learn more about GoGreen ’11 Phoenix, and see our full speaker line up and pro-gram, at phoenix.gogreenconference.net. Get the latest conference and sustainability news updates by following @GoGreenConf on Twitter!

Green Pioneers

C.R. HerroVice president of environmental affairs, Meritage Homes. 23

Michael John LaffertyPresident, Lafferty Electric Technologies and Lafferty Solar Systems. 24

Kris MayesDirector, Program in Law and Sustainability, Arizona State University Sandra Day O’Connor College of Law. 24

Christopher DaveyPresident, EnviroMission USA Inc. 26

Brad ForstCEO, Southwest Solar

Technologies Inc. 26

Rob MelnickExecutive dean, Arizona State University Global Institute of Sustainability. 30

Phil GordonMayor, city of Phoenix. 30

Johnathan ReadPresident and CEO, Ecotality Inc. 31

Donald KarnerPresident, Ecotality North America. 31

Leslie LindoPresident, Ikoloji Sustainable Collaborative. 31

By the NumbersArizona’s green buildings and solar jobs. 32

For a few years, fi nding someone in the green industry was as easy as hitting water by falling out of a boat.

In 2008, everyone was looking to go green because, frankly, that may have been the only place the economy was

going to grow through the Great Recession.

Three years later it seems the recession helped drive sustainable growth, even if it narrowed the num-ber of companies in the fi eld.

There was such a large push toward sustainable and

solar initiatives that many businesses weren’t prepared for what it took to suc-ceed in green industries.

Typically, recessions have been where sustainability movements of the past have gone to die. Caring about the en-vironment tends to take a backseat for people who can’t pay their mortgages or business loans.

This time may be different, as some of our green pioneers will attest. A funny thing happened along the way to developing green business: It be-came a way to save money.

People still are being drawn to sus-tainable businesses, even if their mo-tives aren’t altruistic. They’re looking to save money, and going green now means not spending more, but saving more.

Some of our Green Pioneers follow that notion of people looking to pro-mote sustainability from a variety of angles, whether it is energy indepen-dence, business development, trying to develop a new market or the need to reshape business attitudes.

In some cases, our 2011 Pioneers weren’t even in sustainable fi elds just a few years ago. They were drawn in by some of the above factors and already have started making a difference.

Some of our Green Pioneers are the ones responsible for nurturing and edu-cating the next generation of sustain-able experts. It’s a fi eld that needs to be grown so the industry can continue to foster sustainable ideals.

As with our other Green Pioneers sections, there likely will be some de-bate about who is on the list and who isn’t. This year’s group, as in past years, represents a broad cross-section of in-dustries. It also represents only a small sampling who is doing work in sustainable fi elds in the Phoenix area right now and the direction those in-dustries are headed.

Patrick O’GradyProject Editor

Recession catches up with the green industry, but it will survive

STAFFPatrick O’Grady: Project editor

Kat Bryant: Copy editor

Jim Poulin: Photo editor

Amy Morrison: Graphic designer

DARRYL WEBB | SPECIAL TO PHOENIX BUSINESS JOURNAL

Karner, 11

Director, ProgramLaw and Sustainability,Arizona State UniversitySandra Day O’ConnorCollege of Law. 24

Christopher DaveyPresident, EnviroMissionUSA Inc. 26

Brad ForstCEO, Southwest Solar

TechnologiesInc. 26

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November 11, 2011 PHOENIX BUSINESS JOURNAL GREEN PIONEERS 23 phoenix.bizjournals.com

What do you think it takes to be an innovator in green products — in other words to be a green pioneer? The only dif-ference between a good idea and changing the world is execution. The green movement has advanced more in the last two years not because of a surge in innovation, but a surge in applying the better understanding of sustainable sciences that has been developed over the last 30 years.

What was your fi rst experience in the green industry? The fi rst time I understood the world-shifting impact of the green move-ment was when I worked in Chicago and had the opportunity to take the waste from two industries: excavated dirt from construction and the huge holes left from old stone quar-ries, and combining them to make wildlife habitats and lake-front properties.

How have you seen the public react to green industries, and what has changed in the past few years? In the 1970s, green products and a green lifestyle required you to pay more or sacrifi ce function. In the 1990s, green was a market-ing cliché that wasn’t driving much substan-tive improvement. Now green products and service work better, last longer, and cost less to operate.

What is your proudest accomplishment in the industry? I have had the great pleasure to be involved with Meritage Homes for the last two years. We have been able to demonstrate a new standard in building with no sacrifi ce in cost, lifestyle or aesthetics, which also elimi-nates half the energy consumption and water consumption compared to typical homes. The result is millions of dollars, killowatt-hours and gallons of water saved, with no increase in cost or reduction in life quality.

What is the most important thing you’ve discovered about the green industry that you wish everyone knew? I think many business managers believe green is a cost to their business, and they will entertain green programs and materials only to the extent their budget allows. Great business manag-ers have found that green is a business strategy that provides more value to their products, wastes less, and is something that inspires their workforce.

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Exec trying to build greener homesMeritage Homes VP helps set standards

C.R. Herro has witnessed several changes in green businesses since he joined the industry 20 years ago. Compared to the 1990s, the green industry produces cheaper and more energy-

effi cient products that help maximize sustainability.As vice president of environmental affairs at

Meritage Homes, the ninth-largest home builder in the U.S., Herro plays a large role in deciding which products to use in the homes his company builds. Herro’s impact, however, expands further than homes built by Meritage. The standards he creates often set the benchmark for the cost, energy effi ciency and product quality of homes in

the home building industry as a whole.Herro has helped develop Meritage’s energy effi -

ciency and sustainability program. The program sets standards in areas including energy effi ciency, fair

cost, water management and use of green products for all home builders.“In a diffi cult economy where everyone is striving to

make their product relevant, the abilities to be better func-tioning, able to reduce waste, more effi cient, more durable, healthier and safer are all synonymous with a better prod-uct, a green product,” he said.

Besides his position at Meritage, Herro also serves on the board of directors for the Arizona Rock Products As-sociation and chairman of the Maricopa Mine Zoning Commission.

“Everyone is a part of the green industry to a greater or lesser extent based on how much you reuse, reduce and recycle,” Herro said.

— Erin Kennedy

C.R. HerroAGE: 41TITLE: Vice president of environmental

affairsCOMPANY: Meritage HomesEDUCATION: Bachelor’s degree in biology,

Arizona State University; master’s degrees in environmental policy and environmental engineering

YEARS IN INDUSTRY: 20YEARS IN ARIZONA: 14FIRST JOB: Environmental chemist

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As vice president As vice president of environmental of environmental affairs for Meritage affairs for Meritage Homes, C.R. Herro Homes, C.R. Herro helps the company helps the company decide which decide which products to use in products to use in its communities.its communities.JIM POULIN | PHOENIX JIM POULIN | PHOENIX BUSINESS JOURNALBUSINESS JOURNAL


Kris Mayes didn’t set out to be a solar power advocate; it just sort of happened.

Mayes, a former newspaper reporter who was ap-pointed to the Arizona Corporation Commission in

2003, attended her fi rst meeting when the ACC was talking about setting up a new renewable energy standard.

Mayes said Matt Salmon, a former Arizona congressman, was working as a lobbyist for the solar industry and had some words of advice for her during that meeting.

“He said, ‘You know, Kris Mayes, this could wind up being your issue,’” she recalled.

It turned into just that. Mayes served two terms on the ACC, eventually becoming chairwoman, and she was a strong advo-cate for the state’s renewable energy standard, which requires utilities get 15 percent of their electricity from renewable sources by 2025. She also was a proponent of the state’s energy effi ciency standards, mandating that utilities cut 22 percent of their power use by 2020.

“It was never a question in our minds that it would (be suc-cessful),” she said. “How could it not, with all the support it has? Solar is part of the psyche of Arizona.”

Mayes also credits other commissioners for pushing the value of the standard, and continuing to push it today.

Since her ACC term ended, she has been working at Arizona State University as head of the Program on Law and Sustain-ability at the Sandra Day O’Connor College of Law.

— Patrick O’Grady

S O L A R INDUSTRY

Former ACC member was solar advocate What do you think it takes to be an in-novator in solar — in other words, to be a Green Pioneer? I can speak to what it takes to be an innovator of solar policy, and in Arizona that requires a desire to innovate based on Arizona’s strengths and culture, and the patience to know that good solar policy has to be crafted with the input and consensus of many stakeholders. This was the secret to the success of the renewable energy standard. The RES was developed over the course of four years and was built with the ideas of hundreds of stakeholders and individuals. Many of them urged us to develop a renewable energy standard that had a special focus on solar energy, and that recognized Arizonans are an independent lot who would like to be able to produce their own energy someday, from their own rooftops.

What was your fi rst experience with solar energy? I grew up in a solar-friendly household in Prescott, where my father installed a solar heater at our house in the 1970s and where renew-able energy was a frequent topic of dis-cussion. During the energy crisis of the 1970s, using solar energy was viewed as a way to become more energy-independent in a time of great tumult

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Standing behind renewable energyKris MayesAGE: 40TITLE: Director,

Program in Law and Sustainability, Ari-zona State Univer-sity’s Sandra Day O’Connor College of Law

ORGANIZATION: Arizo-na State University

EDUCATION: Bach-elor’s degree in political science, Arizona State University; master’s degree in public administration, Co-lumbia University; law degree, Arizona State University

YEARS IN INDUSTRY: Eight

YEARS IN ARIZONA: 40FIRST JOB: Reporter,

The Arizona Republic/Phoenix Gazette

Michael Lafferty’s family has been in the electrical contract-ing business for three genera-tions. After graduating from

University of Phoenix, he started Lafferty Electric and built it into one of the largest electrical contracting fi rms in the state, wiring such notable projects as Phoenix City Hall, Burton Barr Central Library, the Sandra Day O’Connor U.S. Courthouse

and two wings of Ter-minal 4 at Phoenix Sky Harbor International Airport.

In 2006, he sold the as-sets of the company but

retained the name. Though his new busi-ness, Lafferty Electric Technologies, also wires commercial buildings, Lafferty has turned his affi nity for all things electrical into a passion for renewable energy.

Now, he also runs Lafferty Solar, which focuses on solar project installations and fi nancing, and co-owns Blue Renewable Energy, a late-stage developer and fi nanc-ing partner for other kinds of renewable energy projects.

“We play at every level of the game,” Lafferty said.

During the past three years, Lafferty So-lar has built 27 solar facilities at Arizona State University and now owns them. Laf-ferty has completed another project at the Yuma International Airport and is in the process of constructing one at the Carl T.

Hayden VA Medical Center. The company is working on U.S. Department of Defense projects in Hawaii as well.

At the same time, Lafferty Electric handles smaller installations, such as those at several fi re stations in the Val-ley. Because of the housing crisis, most of Lafferty Electric’s contracts are with governments and universities, but a mas-ter-planned community in Pennsylvania is a possibility.

“That’s a $50 million project,” Lafferty said.

Recently, Blue Renewable Energy facili-tated an agreement with several parties to build a 400-megawatt wind farm in west Texas.

Since he’s been an electrical contractor for 30 years in the Valley, Lafferty has im-mersed himself in everything solar. He knows the lingo, and he knows the ins and outs of the utility business.

Too many people, he said, have gotten into the game because it’s the latest buzz, but they don’t have the depth of knowledge they need to thrive.

Recent stories about solar companies gone bust across the country have gen-erated big headlines, but Lafferty is unperturbed.

“My only problem with solar is clouds,” he said in jest. “I love the industry, and we’re going to survive.”

— Jan Buchholz

S O L A R INDUSTRY

What do you think it takes to be an innovator in solar — in other words, to be a Green Pioneer? First, I believe in the solar industry and the effects of renewable power. Second, my main interest is creating energy — not kilowatt or megawatts. Third, there are specifi c trade secrets that allow Lafferty Electric Technologies to thoroughly understand the design of renewable energy systems and outmaneuver our competitors.

What was your fi rst experience with solar energy? I worked with ASU and own 27 solar systems on the Tempe campus, which equate to almost 2 megawatts. I also own a facility at the Yuma International Airport, a 550-kilowatt system. All of the systems are overproducing the estimated kilowatt-hours annually. Again, we focus on producing energy vs. kilowatt or megawatt sizing in systems. I am now installing over 4 megawatts as a “base of plant” contractor. We have an estimated 30 megawatts in the current pipeline to own, fi nance and install.

Michael John LaffertyAGE: 49TITLE: PresidentORGANIZATIONS: Lafferty Electric Tech-

nologies and Lafferty Solar SystemsEDUCATION: Graduated from University

of PhoenixYEARS IN INDUSTRY: 30YEARS IN ARIZONA: 33FIRST JOB: Electrician at Bowman Electric

Electrical contractor adopts solar growth Lafferty brings energy, drive to Valley’s solar industry How have you seen the public react to

solar, and what has changed in the past few years? The change in the solar industry can be hourly — to be very candid, I call it the “solar coaster.” The changes in the solar industry are constant and volatile to install-ers, distributors and manufacturers. I be-lieve all American solar manufacturers are threatened with going out of business due to the Chinese manufacturers. The Chinese have planned to destruct the American manufacturers and control the market. One note: The Chinese solar module does perform and is an excellent solar module, which we do purchase on several projects.

What is your proudest accomplish-ment in the industry? Lafferty Electric Technologies will survive due to a diverse set of business principles. We have four divisions: commercial, energy/renewables, government/military, and transmission and distribution.

What is the most important thing you’ve discovered about the solar indus-try that you wish everyone knew? I see so many people in the industry who do not understand the solar system technology or the solar system applications. Too many people who lost their jobs in different industries jumped into the solar world because it’s in vogue. I have been an electrical contractor for three decades, and my family has been in the electrical industry for three generations. Electric-ity is in my family’s blood.

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Committed to Sustainability

Squire Sanders understands that leadership in sustainability is just as important as leadership in the law. Our Phoenix office recently earned Gold Certification under the US Green Building Council’s Leadership in Energy and Environmental Design (LEED) system, joining our LEED Certified Columbus, San Francisco and Washington DC offices. Thank you to Alliance Architecture, Green Ideas and Hunt Construction Group for helping us achieve this recognition.

Squire Sanders refers to an international legal practice which operates worldwide through a number of separate legal entities. Please visit www.ssd.com for more information.

Green IdeasEnvironmental Building Consultants

®

in the Middle East, as well as high energy prices. Politicians of every stripe — Republican and Democrat — supported solar energy in Arizona.

How have you seen the public react to solar, and what has changed in the past few years? As a commissioner, I found that Arizonans overwhelmingly sup-port solar energy and are willing to pay a little bit more each month on their utility bills in the near term to make sure that we lead the country in develop-ing our solar resources, and to ensure that our state’s energy portfolio is safer and more se-cure. Public support for solar has only intensifi ed over the years, as Arizonans have come to the conclusion that solar energy is our economic destiny.

What is your proudest ac-complishment in the industry? I am most proud of having been one of four Arizona Corporation Commissioners to craft and pass Arizona’s renewable energy standard, which contains one of the nation’s most ambitious solar requirements in the form of the distributed generation carve-out. During the past decade, we

also successfully passed one of the nation’s most respected net metering policies, and we put in motion an excellent renewable energy transmission planning process that could help make Arizona a leading exporter of solar in the West.

What is the most important thing you’ve discovered about the solar industry that you wish everyone knew? Unlike other industries, such as the auto industry or steel manu-facturing, the solar industry is made up of dozens of different sectors, from the installers of rooftop solar systems, to solar panel manufacturers, to the developers of the large-scale solar systems that are just beginning to dot the landscape.That makes the solar industry wonderfully diverse, promising numerous different solutions to our energy needs; but also chal-lenging from a policy perspec-tive sometimes, as the interests coming out of the industry are not always uniform. I would also like everyone to know that solar energy is reliable, clean and competitive, and its moment is now. This is an industry on the rise.

Kris Mayes is director of the Program

on Law and Sustainability

at Arizona State

University’s Sandra Day

O’Connor College of Law.

JIM POULIN | PHOENIX BUSINESS JOURNAL

Michael Lafferty’s Michael Lafferty’s family was in family was in the electrical the electrical

contracting contracting business for years business for years before he entered before he entered

the renewable the renewable energy industry by energy industry by

starting Lafferty starting Lafferty Solar Systems.Solar Systems.

JIM POULIN | PHOENIX JIM POULIN | PHOENIX BUSINESS JOURNALBUSINESS JOURNAL


A lawyer by training, Brad Forst is new to the solar industry.

“I am not a tree hugger,” said the CEO of Southwest Solar

Technologies Inc. “I look at solar as be-ing part of the energy industry.

“This country needs energy indepen-dence — it’s a national security issue,” he said. “And we need a sustainable source of power. This is going to require everything

from solar to wind to fossil fuels. Solar is a vital and growing part of the energy equation for our country.”

For the past seven years, Forst has been an adjunct professor at Arizona State University’s College of Law and W.P. Carey School of Business. While he teaches subjects ranging from corporate law to business ethics, he uses a hypo-thetical solar technology company in his law school class to illustrate how a busi-ness grows and is fi nanced over time.

“I love it,” he said. “Professors can make a difference in people’s lives.”

In May 2010, his company built the Southwest Solar Research Park, an 18-acre campus that serves as the com-pany’s headquarters. It also includes offi ces, prototype manufacturing, fi eld testing facilities and what Forst calls

the largest commercial solar dish in the world.

The company’s main technology, called the Dish-Turbine, uses an air turbine engine and a large parabolic mirrored solar concentrator dish, which is controlled by Southwest So-lar’s proprietary software to track the sun and concentrate its light into a receiver to super-heat compressed air. The expanding high-temperature air drives a turbine and alternator to pro-duce electricity.

Forst said he is glad to see Arizona fo-cusing on solar energy.

“I fully believe the proposition that Arizona can own this industry — not just as a place with a lot of sun, but also as a manufacturer, exporter, R&D center, and intellectual and business hub for the solar industry,” he said.

He reaches out to governments, uni-versities and private companies to col-laborate on solar projects.

“Currently, there are installations or site agreements with four other compa-nies demonstrating solar innovations,” he said.

The company also leases space and provides tenant services at the research park on a fee basis.

— Angela Gonzales

What do you think it takes to be an innovator in solar — in other words, to be a Green Pioneer? A team that believes in the mission. Oh, and never give up!

What was your fi rst experience with solar energy? This was my fi rst direct experience with solar. A great many people involved in the solar industry came out of the aerospace and defense in-dustries, as I did — the mix of research and develop-ment, technology, manufacturing and government involvement match across these industries.

How have you seen the public react to solar, and what has changed in the past few years? Solar is starting to “pencil.” The public is becoming more of a believer as costs are dropping. And solar is not about a few panels on your roof. Systems can deliver power on a utility scale.

What is your proudest accomplishment in the industry? Over the past 12 months, we have execut-ed well on both our technology plan and our business plan. The business is moving. We have demonstrated our solar Dish-Turbine technology on a large scale that has never been accomplished elsewhere in the world. And, we have opened up conversations with potential partners all over the world.

What is the most important thing you’ve discov-ered about the solar industry that you wish everyone knew? Solar technology and investment is fl owing out of the United States to other countries. This will be a lost opportunity for our country. There needs to be a political and economic commitment in the U.S. to sup-port and build the renewable energy industry.

Christopher Davey is trying to achieve a tall order as president of EnviroMission, the U.S. subsidiary of Australia-based En-viroMission Ltd. by building one of the

tallest structures on Earth.Using Davey’s expertise as a banker in New

York and Los Angeles, EnviroMission has ar-ranged fi nancing for the construction of a

solar-powered, wind-fueled tower near Parker that is ex-pected to be built by 2014 with the power being sold to the Southern California Public Power Authority.

The project is slated to be built in the La Paz County desert between Parker and Quartzsite. The tower — expected to be equivalent to a 240-story building and billed in part as a tour-ist attraction as well as a power plant — is sur-rounded by glass panels that heat the air beneath and funnels it up the giant structure, which turns wind turbines and generates electricity.

A native Australian, Davey has been in Ari-zona working on the solar tower for the past fi ve years and plotting a course that would make it unique among solar technologies.

— Lynn Ducey

Company’s technology uses air turbine to create power

S O L A R INDUSTRY

S O L A R INDUSTRY

Solar exec seeks energy independenceBrad ForstAGE: 57TITLE: CEOORGANIZATION:

Southwest Solar Technologies Inc.

EDUCATION: Master of Laws, Columbia University; Juris Doctorate, University of Tulsa; Bachelor of Arts, Coe College

YEARS IN INDUSTRY: One

YEARS IN ARIZONA: 26

FIRST JOB: Started career as a corporate lawyer

What do you think it takes to be an in-novator in solar — in other words, to be a Green Pioneer? A thick skin and a never-say-die attitude would he high on the list. But the most important attribute would be to ensure there is balance. In our current political cli-mate, it is becoming more important to focus on the real reasons for pursuing solar energy; economic development, cost-effective power generation and energy security should be the driving forces. It is the only way the promise of the solar industry will be realized.

What was your fi rst experience with solar energy? Growing up in Australia, we are exposed to solar energy at an early age. For as long as I can remember I have been outside playing sports and enjoying all the benefi ts of a sunny climate. The sunburns and subsequent suntans were a testament to the amount of energy the sun has. Thank goodness we are fi nally working out ways to harness that energy in cost-effective ways for the generation of electricity.

How have you seen the pub-lic react to solar, and what has changed in the past few years? The public has always thought solar makes sense, but it has always come with the disclaimer of cost. Now

Christopher DaveyAGE: 38

TITLE: President

COMPANY: EnviroMission USA Inc.

EDUCATION: Degrees in marketing, management and international business from Deakin University in Australia

YEARS IN INDUSTRY: 10

YEARS IN ARIZONA: 5

FIRST JOB: Like a lot of Australians and Americans, I had a paper route delivering to about 100 households in my local neighborhood.

Pushing solar project in ParkerFormer banker helping make thermal wind tower possible

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Solar Makes Sense for ArizonaAt APS, we believe solar power will play an important role in

Arizona’s energy future. We are making this future a reality by building

new solar facilities in Arizona, buying power from other solar producers

and encouraging our customers to “go solar” through our renewable

incentive program. With its many environmental and economic

benefits, solar makes sense for Arizona.

To learn more about APS solar, visit aps.com

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Brad Forst, CEO of Southwest Solar

Technologies Inc., says U.S. energy

independence is a matter of national

security.JIM POULIN | PHOENIX

BUSINESS JOURNAL

that the industry is doing a better job of educating the consumer and shifting the conversation from expense to invest-ment, the public is becoming more vocal in their support. In the case of EnviroMis-sion, the technology we are pursuing is already cost-competitive with traditional sources of electricity, and the scope of the technology captures the imagination, which results in positive feedback from the public at large.

What is your proudest accomplish-ment in the industry? Assisted in taking a technology that had tremendous promise to the point that it is ready to be delivered. The solar tower technology generates cost-effective power without using any water. The solar tower has been validated by engineers, utilities, fi nan-ciers and the construction industry and is scheduled for construction in 2012 to 2013.

What is the most important thing you’ve discovered about the solar industry that you wish everyone knew? There is not just one type of solar technology; there are utility, residential and commercial applications. By no means is it just photovoltaic; there is a lot more to the industry. The solar tower, for instance, is truly innovative and provides a solution that is cost-competitive (today), generates reliable (non-intermittent) power on a scale that could service millions of customers.

Australian Christopher Davey has been in

Arizona for fi ve years, trying to make EnviroMission’s solar

tower, planned near Parker,

a reality.JIM POULIN | PHOENIX

BUSINESS JOURNAL


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Following are the high-level issues addressed along with specific action items to be implemented:


Rob Melnick was appointed executive dean of Arizona State University’s Global Institute of Sustainability in 2008 and has been mak-ing strides since then to further Arizona’s

sustainable efforts. Melnick is in charge of conducting research on

urban growth and economic development, as well as steering students toward green careers. He works closely with public offi cials and corporate leaders, advis-ing them on policy issues to help develop future studies.

At the institute, faculty members work to identify global challenges of sustainability and educate the next generation by teaching students to analyze sustainability problems and develop comprehen-sive solutions. Among the core studies are ecology, resource economics, engineering, technology, hu-manities, sociology and anthropology.

Prior to Melnick’s current role, he served ASU as director of the Morrison Institute for Public Policy and as associate vice president for economic affairs. He also is co-author of three books and numerous public policy research studies.

— Christine Harvey and Patrick O’Grady

Phil Gordon will end his two terms as mayor at the end of 2011 after championing solar energy and developing Phoenix as a green city, even as it faced challenges presented by the economy and budget cuts.

Gordon also lauds Greater Phoenix Economic Council President and CEO Barry Broome and Arizona State University President

Michael Crow for their work on those fronts. “I have to give credit to Barry Broome’s

leadership in shepherding his solar energy package through the Legislature last year,” Gordon said. “Also, President Crow has made ASU one of the leading green universities

in the country, both in practice and with research efforts like the (Global Institute of Sustainability).”

The Democratic mayor isn’t so kind to the Republican-led Arizona Legislature and the budget cuts it has imposed.

“To be blunt, the biggest challenge is an inhospitable business climate created by an anti-education Legislature that is gutting K-12 and postsecondary education,” said Gordon. “The future of the industry will lie in research, not manufacturing; and to compete in research, we need to invest in our education system.”

Gordon had some big-picture ideas as mayor that did not get off the ground, including a green education campus and painting roofs in the city white to reduce the “heat island” effect. He said the city needs to keep its eye on the ball when it comes to solar and green innovations, and he ar-gues that education funding and investment will be key.

“Our Legislature needs to recognize the importance of investing in education, which will create an attractive business climate,” he said. “We have made tremendous strides over the past few years in building a truly green Phoenix, and I am confi dent we will continue to be suc-cessful in the years to come.”

— Mike Sunnucks

POLITICAL PLAYER

UNIVERSITY ADVOCATE

Going toward green educationASU dean helping to further the state’s green efforts

What do you think it takes to be an innovator in terms of green issues — in other words, to be a Green Pioneer?I am a passionate advocate for helping the city of Phoenix become the green-est city in the nation. In 2009, ASU President Michael Crow and I launched Green Phoenix, a 17-point plan to make that happen. Green Phoenix builds on existing initiatives to reduce the “heat island” effect, conserve precious water resources and increase the use of solar power. I believe that in order to truly become a sustainable city, we need to change the way residents think about the environment.

What was your fi rst experience with the green industry? I suspect my pre-mayor passion for preserving historic properties could be considered green. But as mayor, my fi rst experience was one of frustration: trying to explain the various things I wanted to try, and

fi nding that the responses were under-whelming and unimaginative. Once people fi gured out the long-term goals and importance, we were able to think bigger and more creatively.

How have you seen the public react to green industries, and what has changed in the past few years? People, by and large, will do the green thing if it’s easily available and affordable.

What is your proudest accom-plishment on the green/solar front? In 2009, the city of Phoenix and our partners — National Bank of Arizona, Arizona Public Service, SolarCity and Phoenix (Industrial Development Authority) — launched what has become the nation’s most successful public-private solar residential program. Through the program, 445 homeowners will have solar on their rooftops and will be saving money on their electric bills. This program has been applauded by U.S. Energy Secretary Steven Chu, and I believe it will become a model program for other communities.

What is the most important thing you’ve discovered about the green in-dustry that you wish everyone knew? Making a difference in the environment is easy and cost-effective. Living a green lifestyle helps the environment, and it lowers costs for the homeowner. In these economic times, the more ways that we can save money, the better.

What does the word “sustainability” mean to you, and why do you consider it an important area of study? It means so much to so many people. The fi rst defi nition is rather traditional; it comes from the Brundt-land Report and talks about using resources wisely now so there are resources to use in the future. That’s the more environmental side. There are others — one from Peter Senge: living well together. I really like that. My own personal take on this is when we talk about sustainability, we talk about what kind of future we want.

How do you see Arizona playing a role in global sustainability? No place better on Earth to test solar. I reject as a moniker that we’re going to be the solar capital of the world. Let’s just do it and get it on. This is not something that started yesterday. How do you think ASU got all these solar scientists?

They came here to do the research. Solar is a game in which we’ve talked a much better game than we’ve walked. Arizona also has great knowledge — technical, scientifi c and political — in water.

What do you hope to contribute to Ari-zona’s green community in the upcoming years? First of all, I’m personally hoping we continue to evolve the ASU School of Sus-tainability so that our graduates are creating a more sustainable future. I’m hoping the research we are doing will lead to real solu-tions instead of academic research papers. Lightworks is a great example; it’s about how you use light to create solutions. They’re looking at alternatives, but they’re also looking at the economic impact of their inventions.

What will be the biggest challenges in making Arizona and the rest of the country a sustainable and produc-tive green environment? Until we get the economy moving or accept that we won’t live as well as we have in the past, we won’t move forward. The other challenge is there still seems to be this false dichotomy be-tween sustainability and economics. People still think operating sustain-ably costs you money.

Mayor champions solar, green PhoenixPhil GordonAGE: 60TITLE: MayorORGANIZATION: City of PhoenixEDUCATION: Teaching degree,

University of Arizona; law degree, Arizona State University

YEARS IN ARIZONA: 53FIRST JOBS: Newspaper carrier, The

Arizona Republic; burgermaster, Wallace and Ladmo Drive-In

Rob MelnickAGE: 61TITLE: Executive deanORGANIZATION: Arizona State University

Global Institute of SustainabilityYEARS IN INDUSTRY: 30YEARS IN ARIZONA: 39FIRST JOB: Busboy at a restaurant

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Rob Melnick conducts

research on urban growth and economic development as executive

dean of Arizona State

University’s Global

Institute of Sustainability.JIM POULIN | PHOENIX

BUSINESS JOURNAL

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Phoenix Mayor Phil Gordon says, “Making a difference in the environment is easy

and cost-effective.”JIM POULIN | PHOENIX BUSINESS JOURNAL


The leadership team behind Ecotality North America has weathered more than two decades of ups and downs in its drive to build an innovative fueling

system for electric vehicles.The green energy leader was awarded a

$26.4 million, fi ve-year contract in October to test advanced vehicles for the U.S. Department of Energy.

The company also is involved in

the $230 million EV Project, which is seeking to put electric vehicle infrastructure in six states, including Arizona. Half of that proj-ect is being paid for by DOE grants.

Ecotality North America has been based in Phoenix and worked with the DOE for more than 10 years to provide data for research and

development programs for advanced trans-portation technologies, including plug-in hybrid electric vehicles, electric and hydrau-lic vehicles, advanced electric drive and en-gine technologies, and internal combustion engines burning advanced fuels. Its parent company, Ecotality Inc., was based in Scotts-dale but moved to San Francisco last year.

“Over the past decade the American pub-lic has developed a more holistic view of what it means to be green,” said Don Karner, president of Ecotality North America. “We have gone from simple recycling to includ-ing carbon footprint, landfi ll content, qual-ity of food products and the like into the concept of green. This holistic view is much more in keeping with the complexity of the environment.”

— Jennifer A. Johnson

What do you think it takes to be an innova-tor in green products — in other words, to be a Green Pioneer? Read: An ability to press

forward with personal commit-ment in the face of hostile

political environments, particularly in Arizona.Karner: As with any indus-try, innovation is driven by a passion to succeed,

is supported by a strong technical foundation, and,

perhaps most importantly, is not impeded by a fear of

failure.

What was your fi rst experience in the green industry? Read: Formed Ecotality in 2005 to provide business solutions to our tyrannical reli-ance on imported foreign oil.Karner: While others may not agree, I view my fi rst job in nuclear power generation as green.

How have you seen the public react to green industries, and what has changed in the past few years? Read: There is a strong di-vision: the 45 percent who primarily watch Fox, do not believe in climate change and embrace “Drill Baby, Drill” and see green industries as a threat to their survival, another 45 percent believe that the threat to their survival comes from environmental, geopolitical, and geo-economic issue-arising from carbon-based economies and foreign oil support green initiatives. The 10 percent undecided is the key to expanding our leadership in this industry globally.

What is your proudest accomplishment in the industry? Read: Surviving, and raising committed capital globally to support our vision, expertise, and leadership in clean transportation technology — even though we are from Arizona.Karner: My proudest accomplishment is to have pursued my passion for development of electric transportation over two decades of ups and downs to build a team of technical and manage-ment personnel at Ecoality that is now building an innovative fueling infrastructure that will support America’s transportation future.

What is the most important thing you’ve discovered about the green industry that you wish everyone knew? Read: There is neither magic nor mystery to green industry. It is run-ning a solid business based upon market driven fundamentals in basic manufacturing, marketing and service, except that you are way out in front of the curve, like the early internet days. Be pre-pared for political battles — big oil, gas, utilities and coal are so heavily subsidized, that the mere size of their media and lobbying budgets vastly exceeds the revenues of clean tech companies. Karner: To quote president Warren Harding, “My God, this is a hell of a job. I have no trouble with my enemies. I can take care of them, all right. But my damn friends . . . They’re the ones that keep me walking the fl oors nights.”

Fueling electric carsCompany helping to create electric vehicle infrastructure

tovUo

a

TRANSPORTATION I N N O VAT I O N

Jonathan ReadAGE: 55TITLE: President

and CEOCOMPANY:

Ecotality Inc.EDUCATION:

Claremont McKenna

YEARS IN INDUSTRY: Six

YEARS IN ARIZONA: 16

FIRST JOB: Paper-boy of course, at age 8; cleaning chemical vats in a metals fi nish-ing company at age 12 (pre-OSHA days)

Donald KarnerAGE: 60TITLE: PresidentCOMPANY: Ecotality

North AmericaEDUCATION: Bachelor’s

degree in electrical engineering, Ari-zona State University; master’s degree in nuclear engineering, University of Arizona

YEARS IN INDUSTRY: 15 in electrical utilities, 22 in electric vehicle infrastructure

YEARS IN ARIZONA: 56 years

FIRST JOB: Nuclear engi-neer, Arizona Nuclear Power Project

For nine months, Leslie Lindo fl ew to San Francisco for the weekend. Every Friday and Saturday, she worked dili-

gently to be a certifi ed sustainable building adviser.

After receiving her certifi ca-tion, she saw the need for a similar program in Arizona. She started her own company, Ikoloji Sustain-ability Collaborative in November 2008, which now leads the Sonoran Sustainability Building Advisor Program for professionals inter-ested in sustainable building.

“In order to impact the environ-ment and communities, we need to educate the professionals,” she said.

The fi rst class launched in Feb-ruary 2009. Since then, nearly 200 people have become certifi ed. The role of advisers is to partner with companies and help them evaluate building strategies so they can reach sustainable goals, Lindo said.

“We need to be smarter with how we design,” she added. “We need to focus on designs that conserve nat-ural resources and provide equal opportunities to all the people in

the community.”Lindo got involved with sustain-

ability building after working for a national home builder. While there, she realized there were better ap-proaches to building communities. She graduated from the course in San Francisco in order to give sound and con-crete advice.

The Sustain-ability Build-ing Advisor course was developed fi rst in Seattle in 1999. At the time, when Lindo got her certifi cation, San Francisco was the closest city with the program. She decided to start Ikoloji to focus on the needs of the Southwest.

“Our goal is to help create sus-tainable communities,” she said. “We’re looking to do that by help-ing participants in our program to implement the skills they learn.”

Lindo also is involved with the Phoenix Green Chamber, a group of entrepreneurs interested in ad-vancing green practices.

— DiAngelea Millar

What do you think it takes to be an innovator in green products — in other words to be a Green Pioneer? First, it takes a passion for sustainability from a holistic perspective. Second, it takes the ability to recognize the area of great-est need — the gap — to ad-vance a sustainable society. Third, it takes the drive and conviction to persevere in the face of adversity.

What was your fi rst experience in the green in-dustry? My fi rst experience came from my desire to build a green home. The more I learned about the strategies, the more I wanted to imple-ment them on a large scale. When the production home builder I worked for didn’t get it, I went to work for Green Ideas, an environmen-tal building consulting fi rm.

Leslie LindoAGE: 39 TITLE: President COMPANY:

Ikoloji Sustainability Collaborative

EDUCATION: Bachelor’s de-gree in com-munications, Certifi ed Sustainable Building Advi-sor, LEED AP

YEARS ININDUSTRY: 4

YEARS IN ARIZONA: 7

FIRST JOB: Operations director for a community-based organi-zation

Educating othersBusiness owner teaches sustainable building

GREEN LEARNING

How have you seen the public react to green indus-tries, and what has changed in the past few years? Initially, the biggest question I would get is “Why does this matter to me?” Now it’s been, “How can I get involved?” I think the shift has come from people recognizing the economic value in sustainable practices.

What is your proudest accomplishment in the industry? Having the number of participants in our program grow from four to 190. It means more people are receiv-ing the message and learning best practices in sustainability.

What is the most impor-tant thing you’ve discovered about the green industry you wish everyone knew? That it’s not a stand-alone industry. It permeates all industries.

be a forward with personal

ment in the face of hostile political environments,

particularly in Arizona.Karner: As with any indus-try, innovation is driven by a passion to succeed,

is supported by a strong technical foundation, and,

perhaps most importantly,is not impeded by a fear of

failure.

downs to build a teamment personnel at Ecoan innovative fueling isupport America’s tra

What is the most imdiscovered about thewish everyone knew?magic nor mystery to gning a solid business bfundamentals in basicand service, except thof the curve, like the eapared for political battand coal are so heavilysize of their media andexceeds the revenues Karner: To quote pres“My God, this is a hell with my enemies. I canright. But my damn frithat keep me walking DARRYL WEBB | SPECIAL TO

PHOENIX BUSINESS JOURNAL

Karner


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Internet. Data. Phone.

Number of LEED-certifi ed projects in Arizona, by year:

Arizona LEED-certifi ed projects, by square footage:

Source: Solar Foundation

Arizona’s green buildings and solar jobsBY THE NUMBERS

BY DIANGELEA MILLAR AND ERIN KENNEDY Phoenix Business Journal

Two strong measures of environmental progress in Arizona are the number of green buildings in the state and the number of solar jobs.

According to sources with the U.S. Green Building Council and the Solar Foundation, those numbers appear to be moving in the right direction.and the Solar Foundation, those numbers appear to be movingin the right direction.

bs Phoenix Business J

Building Year certifi ed Level

USAA Phoenix Campus 2005 certifi edArizona Biodesign Institute, Building B 2007 platinumASU Biodesign Institute 2007 goldPhoenix Convention Center 2008 silver

JIM POULIN | PHOENIX BUSINESS JOURNAL PROVIDED BY ARIZONA STATE UNIVERSITYJIM POULIN |

USAA Phoenix Campus ASU Biodesign Institute

PhoenixConvention Center

FILE PHOTO

* Through September

* Through September

Source: Arizona Chapter, U.S. Green Building Council

SOLAR JOBSTop states for solar jobs:

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