Looks aren’t everything. Or so all teenagers learn from their parents in moments of adolescent crisis: a new set of braces; a sad, poodle-like perm, perhaps; coke-bottle glasses when everyone else wears contacts. But this adage isn’t just true for teens. Our fair Scenic City is learning the lesson as well. To compliment her stunning 21st Century Waterfront, her spunky, revitalized neighborhoods, and her picturesque, mountainous landscape, Chattanooga’s revitalization efforts are now focused on her inner beauty, her sustainable future. And, in a multitude of ways, the Scenic City is succeeding on the green path.
According to author Thomas Friedman, “Green is the new red, white, and blue.” If you’ve turned on the television lately, you know what Friedman is talking about. Sustainability is the sweetheart of capitalism from Starbucks to BP, from laundry detergent to SUV sales. Regions Bank boasts its new LifeGreen Checking and Savings with a bounty of paperless e-services and free recycled checks, and Sears peddles a host of energy-saving appliances.
Even closer to home, in 2007, 212 Market became Chattanooga’s (and Tennessee’s) first Certified Green Restaurant. As a green restaurant, 212’s goals include the use of locally-sourced ingredients; reduced resource consumption (their mop handles are made of bamboo and their mop heads of recycled milk bottles); participation in recycling programs; and use of non-toxic, renewable replacements for paper and plastics (including take-out containers called Spudware, made of 80% potato starch, which biodegrade in 180 days). Of green practice, 212 co-owner Sally Moses says, “We live it every day.”
Goodhew, a new Chattanooga-based apparel company, has green at the cornerstone of their business plan as well. Inhabiting office space in the repurposed Plow Building, Goodhew offers American-made socks constructed of sustainable yarns like alpaca and bamboo. Their commitment to green extends beyond product to packaging; rather than chipboard boxes for shipping, Goodhew chooses recycled poly bags. “Green is the future of business,” predicts co-founder Jim Markley.
But what exactly does it mean to go green? And what will a sustainable Chattanooga look like? Jeff Cannon of green|spaces, a Main Street resource center committed to acting as the city’s classroom for eco-education, describes it this way, “Sustainability is a holistic way to look at any situation or entity—the food supply, economic programs, cities—assessing it from point A to point Z then back to point A again—determining how everything affects what’s around it.”
The green|spaces resource center was structured to help Chattanooga make those determinations. Through a three-year initiative funded by local non-profits such as River City, the Lyndhurst Foundation, and the Benwood Foundation, green|spaces offers corporations, contractors, and the community-at-large practical advice on green building – from countertops to water consumption, heating alternatives to paint choices. Currently, green|spaces is in the process of distributing grants for twenty buildings in the downtown area seeking green certification. This certification will be provided by Leadership in Energy and Design (LEED™), a third-party certification system for sustainable building. Businesses seeking assistance with green building and certification can contact Anj McClain, a LEED™ Accredited Professional, at green|spaces.
In addition to efforts funded by the private sector, Mayor Ron Littlefield has initiated a think tank to explore and outline the city’s sustainable plan of action. “I have appointed the Chattanooga Green Committee to advise and assist us in moving Chattanooga further toward the long-sought goal of sustainability,” he explains. After signing the U.S. Conference of Mayor’s Climate Protection Act in 2006, a response to the United States’ rejection of the Kyoto Protocol, Littlefield appointed a twelve-member commission and challenged them to complete a city-wide Climate Action Plan by the end of 2008 that focuses on four areas of need: energy efficiency, natural resources, healthy communities, and education and policy.
Chattanoogans are ready for the challenge. Many residents continue sorting their paper and plastics with gusto, toting their loads to Orange Grove’s collection centers; many embrace downtown neighborhoods, like the Southside’s burgeoning Jefferson Heights that offer schools, restaurants, and cultural venues within walking distance. Many support farm-to-table initiatives such as The Chattanooga Market and Crabtree Farms, an organic, urban farm which now boasts a 700-family membership and partners with a number of organizations—including the Creative Discovery Museum, East Ridge High School, the Boy Scouts, the Girl Scouts, Girls Inc., Slow Food, and Hamilton County Master Gardeners—in eco-based outreach. Sarah Malone, Development and Outreach Manager for Crabtree, sees significant progress in Chattanooga’s awareness of green principles. “When I first began, most people I came into contact with did not know what organic meant. Now, when I give tours, many children can respond with the proper definition,” she reflects.
Private institutions are taking initiative as well. In 2009, Baylor School will complete a 15,000 square foot, LEED™-certified dormitory. The dorm will be energy efficient, reduce indoor air pollution, and minimize impact on the environment. Baylor School spokesperson, Barbara Kennedy sees the dorm as representative, to both students and visitors, of Baylor’s commitment to create a culture of environmental sustainability on campus. Additionally, Baylor encourages eco-awareness by offering recycling bins beside all trash cans; by organizing an Earth Advocates club for students; and by including organic farming as an optional afternoon activity, the product of which is used in the on-campus dining facility. Kennedy says, “We are always listening to students and exploring ways to make sustainability a high priority throughout campus.”
Though sustainability may seem like a new blip on the radar, in reality, Chattanooga has been moving towards green practice since its designation as the most polluted city in terms of air quality nearly fifty years ago. For example, in 1992 before going green was a kitchen-table topic, CARTA introduced their Electric Shuttle Buses to downtown; free to all riders, the buses have saved an estimated 65 tons of pollutants from entering Chattanooga’s atmosphere. The city has targeted its own transportation fleet as well, transitioning from high-emissions vehicles to 12 hybrid vehicles, 300 flex-fuel vehicles, and mandating twenty percent biodiesel for all diesel vehicles. Additionally, 105 Hamilton County school buses have been retro-fitted with diesel oxidation catalysts, which break down exhaust pollutants into less-harmful elements. These commitments represent the sort of innovation that makes sustainability a reality.
Volkswagen’s decision to locate their new manufacturing facility in Chattanooga is, in part, proof that the city’s commitment to greening has paid off. Jill Bratina of Volkswagen explains, “Sustainable mobility is a core value of the Volkswagen Group. We see sustainability as a core value in the city of Chattanooga, and with values compatible with our own, we envision a long and productive partnership.” Just as importantly, Volkswagen will seek to leave a minimal carbon footprint upon the city. “In order to sustain the future of our company, we must do our part to help sustain the environment. Not only will our vehicles be designed to run cleaner and more efficiently, our manufacturing processes will operate cleaner and more efficiently as well. Manufacturing can be compatible with a clean environment,” Bratina explains. This efficiency includes the elimination of many environmentally-risky methods and substances; utilization of renewable packaging; waste reduction; water conservation; and, in some instances, implementation of supplemental solar and wind energy.
Cannon isn’t surprised that Volkswagen took notice of Chattanooga’s commitment to sustainability. “Going green will draw the right kind of business and industry. As they say, attractive cities attract people,” he notes. The construction of Two North Shore, a 95,000 square-foot retail center seeking LEED™ certification, supports Cannon’s conclusion. Additionally, developers involved with new residential and commercial properties are embracing green building practices. (LEED™ is the U.S. Green Building Council’s Leadership in Energy and Environmental Design rating system used to identify and measure high performance, environmentally-responsible buildings).
Steve Arnsdorff, founder and principal of CS & Associates began development of Two North Shore with developer partner Chuck Pruett, owner of Greenlife Grocery. Today, the facility is the first mixed use project to be LEED™- certified in Southeast Tennessee. Mr. Arnsdorff says, “From the beginning our commitment has been to be in harmony with the environment.” Chuck Pruett adds, “When we decided to build from the ground up, I knew we had to build green. I could not justify doing it any other way to myself or to my customers. We have to invest in the future. Building green helps the regional economy as materials are sourced from within 500 miles of the site. By recycling and reusing materials, we reduce landfill deposits and save natural resources. By using energy efficient practices, we save energy and lower costs. At Greenlife, our energy costs are lower and with the sun shining in, it is a more enjoyable place to work. You just feel good about doing the right thing.”
In September, at Two North Shore, Northwest Georgia Bank celebrated the grand opening of their tenth branch and the first LEED™- certified or “green” bank building in Tennessee. Scott Smith, President and COO, is quoted as saying, “We wanted to join our friends and neighbors in doing our part. The Two North Shore Branch will demonstrate Northwest Georgia Bank’s commitment to the community and the environment.”
Mike Moon, development partner with Don Moon and Dale Mabee for Walnut Hill Townhomes, has similar values. Each of the new townhomes being built between Walnut and Third streets and Cherry and Second streets will incorporate green building practices. Mike recently completed work to be a Certified Green Builder by the National Association of Home Builders. Reflecting on Walnut Hill Townhomes, Moon adds, “Our objective is to offer a more environmentally friendly home that results in a cleaner and healthier environment for people inside and outside their homes.”
As Chattanoogans continue to realize that sustainability isn’t a luxury but an obligation, businesses like Tricycle, Inc., a eco-minded design firm that works with the carpet industry, feel the windfall of this awareness: green isn’t only the new red, white, and blue; green is the new green.
Jonathan Bragdon, president and CEO of Tricycle, Inc., explains, “Six years ago, when we first called ourselves a sustainable business, the two ideas were often seen to be at odds. Of course, now many businesspeople are seeing the long-term prospects that come with committing to principles of sustainable design, use and reuse of resources, and people-minded profits. What we still need, however, is critical mass. Ideas are only inferior until people change their minds; then they become trends. The difference between interest and a movement that shapes history is merely numbers. The more people get involved, the easier it is to be part of change.” Indeed, as city leaders, citizens, corporations, and small companies commit to an eco-conscious Scenic City, her countenance will shine with both the beauty of sustainability and the dollars-and-cents of success.