Businesses using extreme measures
MAIN STREET — If businesses here start becoming green with envy, so be it.
That was the message on Wednesday, when a program aimed at recognizing and rewarding environmentally friendly businesses was launched with a morning party at the Library Alehouse, attracting almost 90 business owners and civic leaders.
The Green Business Certification — sponsored by the city of Santa Monica, the Convention and Visitors Bureau, the Chamber of Commerce and Sustainable Works — officially recognizes those businesses that have adopted environmentally sound practices and promote sustainability.
The designation is emblazoned on the businesses’ storefronts for all passersby to consider when out and about.
It’s a way to recognize the many Santa Monica businesses that have participated in Sustainable Works’ existing Business Greening Program, which provides free consultation on increasing resource efficiency and cost savings. The Business Greening Program launched in 2000 and has “greened” more than 60 businesses in the area.
“We recognize that Santa Monica is a leader in sustainability,” said Sustainable Works executive director Genevieve Bertone. “We needed to have a program that recognizes businesses.”
The program is perhaps the first of its kind in Southern California, and second in the state. A similar certification exists in the San Francisco Bay Area.
The party began with a 30-minute meet-and-greet, followed by a 45-minute PowerPoint overview of the program, its benefits and the necessary steps to achieve certification.
Six former Business Greening Program students — Ambrose Hotel on 20th Street; grocer Co-Opportunity on Broadway; restaurants Euphoria Loves Rawvolution and Library Alehouse on Main Street; transportation consulting firm Gladstein Neandross & Associates on Main Street; and outdoor clothing store Patagonia on Main Street — played guinea pig roles in the GBC’s pilot phase.
Certification is meant to give green businesses a slight competitive edge because of the benefits of free advertising and community recognition.
Library Alehouse does its share by using sustainable wood, reducing waste and energy use, providing customers with take-out containers made from biodegradable materials, and sponsoring a local nonprofit organization every month.
“We try to do what is right for the environment,”said owner David Lackman.“We encourage our staff to get involved.
The restaurant also incorporates organic ingredients in its menu.
The official GBC decal that hangs in the window attracts more customers who feel comfortable knowing their money is spent on a business that strives for sustainability, Lackman said.
But for Lackman, GBC is less about good business and more about helping the world.
The six pilot businesses found interesting ways to achieve green status.
The Ambrose Hotel stocks its minibars with earth friendly products and cleans the rooms with non-toxic chemicals. Patagonia collects old clothes from customers and recycles them to make yarn. Co-Opportunity was supposedly the first grocery store on the Westside to use a 2-kilowatt photovoltaic power system on its roof. Gladstein, Neandross & Associates use recycled office products and non-toxic cleaners.
Euphoria Loves Rawvolution started out as a green business when it opened a year ago. Owner Janabai Amsden said she could think of no other way to operate a restaurant.
Almost every aspect of Euphoria Loves Rawvolution is green with non-toxic paint on the interior and exterior walls, an organically infused menu, fluorescent light bulbs and non-toxic cleaning products. More than 60 percent of the employees ride public transit or other car-alternative means of transportation. Even half-empty bottled water is not wasted.
Businesses that want to achieve green status must fulfill a list of criteria that differs depending on the type of business applying for certification. The checklist of criteria is split into three categories — office/retail, restaurant/grocer and hotel/motel. The business must register with the GBC program and submit two copies of the completed checklist with a payment that depends on the size of the operation. Small retailers and offices pay $170, while hotels and large grocers pay $500.
Once the payment is received, a GBC rep conducts an on-site verification.
Enterprise Fish Co. is among the businesses hoping to come on board. Manager Shawn Hauck said the Main Street seafood restaurant believes in green practices and wants to show customers it supports the environment.
Dean Kubani, environmental programs manager for the city of Santa Monica, said he hopes to have another 40 certified restaurants within the next year.
“Santa Monica will become a place where people will know to come for green businesses,” Kubani said.
Santa Monica is a leader in sustainability, said Mayor Bob Holbrook, who was invited to attend a summit on sustain-ability in China this year. Santa Monica was invited specifically because of its efforts in sustainability, he said.
“I like to believe everyone working, living and visiting the city cares about the people, who 100 years from now, will have the same quality of life [as we do] today,”Holbrook said.
Originally published in the Santa Monica Daily Press print edition on October 26, 2006. Read the original PDF.