It's Easy Being Green

There are more ways than ever for your business to save energy, money and the environment.

For Bob Chandler, entrepreneurship and the environment go hand in hand. As co-owners of McCracken Building LLC, Chandler, 36, his business partner Matt Patton, 37, and four other partners outfitted their Eugene, Oregon, building with at least $60,000 in direct energy-saving measures. The upgrades to the three-story warehouse, which houses Chandler and Patton's 8-year-old snowboard, skateboard and surf equipment company, Tactics Boardshop, go above and beyond Oregon's standard building codes. McCracken installed ultra-efficient, compact fluorescent lighting, including outdoor lighting that runs on a timer. Skylights were added on the top floor to lower total energy usage.

The changes don't stop there: McCracken upgraded to double-pane windows with high-performance glazing that help keep the heat in during Eugene's dark, cold winters and keep sunlight out on long summer days when temperatures get into the 90s. A much more energy-efficient heating, air-conditioning and ventilation system was added, and motion sensors throughout the 27,000-square-foot building's common areas turn lights on and off as Tactics' 22 employees come and go. McCracken also added a bioswell, a natural rainwater drainage system that keeps run-off out of storm drains and away from local rivers. "I was always curious what we could do to lower our impact [on the environment]," Chandler says, "and, of course, at the same time, hopefully save money--or at least not cost the company too much money in making those choices."

As we celebrate the 37th Earth Day this month, there's a renewed emphasis on energy conservation and growing evidence that an eco-conscious mind-set is not only good for the environment, but also good for business. Consider Wal-Mart, which is installing freezers with energy-saving LED lights in its new Wal-Mart and Sam's Club locations. And a November 2006 McKinsey Global Institute study found that companies and households could slow the yearly growth rate in worldwide energy demand more than 50 percent by 2020 through increased energy efficiency.

Companies like McCracken have been the exception rather than the rule, however, because the upfront financial costs of energy conservation have outweighed the long-term benefits for many entrepreneurs. But the days of cheap power are over: The average price for industrial electricity use increased 9.1 percent between 2004 and 2005 to 5.73 cents per kilowatt hour, the largest percentage increase within the industrial, commercial and residential sectors in 10 years, according to statistics from the U.S. Department of Energy.

Crude oil prices could decline to $55 a barrel this year, but prices will generally stay a bit higher due to OPEC's recent activity in managing output, predicts Paul Flemming, director of the power and gas practice at Energy Security Analysis Inc., a Wakefield, Massachusetts, company that forecasts energy prices for its clients, which range from large companies and electrical utilities to universities. According to Flemming, the price of oil isn't "going to go to $30 [a barrel]. It's going to stay strong."

Powering Through It
By incorporating alternative energy sources such as solar and wind power, not only are you doing something good for the environment, but you are also locking in your energy costs for decades to come because you're no longer subject to fuel price increases, says Michael Eckhart, president of solar power consulting firm Solar International Management and president of the American Council on Renewable Energy, a Washington, DC, organization focused on the adoption of renewable energy technologies. "If you're heating your building with solar heaters, you know what your cost is 20 years from today because the equipment is installed," he says. "If you continue [using] natural gas, you don't know what your future costs are." He adds that solar power typically offers a payback within six months to three years.

In fact, with the right upgrades, the typical small business can cut its energy bill up to 30 percent and see a payback on the investment within three years, says Jerry Lawson, national manager of Energy Star Small Business in Washington, DC, a voluntary EPA program that helps businesses increase their energy efficiency. Replacing old-fashioned T12 lighting systems with more modern T8 or T5 systems, for example, saves energy, and the quality of light is better. "The more efficiency you can afford, the more it pays you back," Lawson says. In 2005, Americans saved $12 billion in energy costs by using efficient Energy Star-certified products.

Nationally, there are now more than 600 utilities offering "green power"--electricity generated from the sun, wind and biomass matter such as plants--which end users can buy as a percentage of their total energy costs. Still, renewable energy constitutes a paltry 6 percent of total U.S. energy use, according to the U.S. Energy Information Administration. Part of the problem lies in current energy policies that focus on consumption instead of conservation. Congress, meanwhile, has failed to mandate any federal standards for renewable energy production. At least 20 states have filled the void by requiring local utilities to produce renewable forms of energy.

In addition to renewable energy options, local utilities offer incentives to companies that make efficiency upgrades. McCracken received a cash incentive from its local electrical utility, Eugene Water & Electric Board, after it upgraded to energy-efficient systems and electrical fixtures. In addition, EWEB paid for one-third of a $6,400 energy efficiency analysis that a Eugene engineering firm performed on the building before the renovations. McCracken also qualified for a business energy tax credit through the Oregon Department of Energy that provides tax incentives to companies that surpass state requirements. "The combined payback period was under 10 years for the investment, and that was before any of the added incentives," Chandler says. "So right there, that was a no-brainer." The investments have been in line with the operating costs the company expected, powering Tactics' 2006 sales to $3.5 million. "We're coming in right where we wanted to be," Chandler says. "The whole building is performing very well."

Checking into the incentives your state and local utility provide companies for energy efficiency upgrades is a smart move, because most states offer these. (Check out the Database of State Incentives for Renewables & Efficiency's website at to find out what types of incentives your state provides.) Over the past 15 years, efficiency programs sponsored by electrical utilities have saved enough electricity to power almost 69 million homes for one year, according to the Edison Electric Institute, an association for U.S. electric companies whose website ( posts information about each state's energy efficiency programs and incentives.

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Chris Penttila is a Washington, DC-based freelance journalist who covers workplace issues on her blog,

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This article was originally published in the April 2007 print edition of Entrepreneur with the headline: It's Easy Being Green.

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