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2009 Session Descriptions!

Building Communities 2.0 Sessions
Business in the New Economy Sessions
Cleantech and Cool Products Sessions
Smart Sessions Systems
Social Innovation Track Sessions
Water and Energy Track Sessions
Social Entrepreneur Training Track Sessions
Fireside Chat Track Sessions


Building Communities 2.0 Track Sessions

Solving the Upfront Cost Barrier for Retrofits: Property Assessed Clean Energy (PACE) Financing 
Thursday, October 1st, 11:00 AM - 12:00 PM
Cisco Devries, President, Renewable Funding
Michael Martin, Development Project Manager
Rodney Dole, Treasurer, Sonoma County
Property Assessed Clean Energy (PACE) programs allow property owners to pay for the cost of solar systems and energy efficiency retrofits of their homes and businesses through a voluntary 20-year surcharge on their property tax bill. The presentation will describe how PACE programs work, where they are being launched, and how contractors and building owners can make use of them.

Greening Existing Buildings: The Biggest Piece of the Low Carbon Puzzle 
Thursday, October 1st, 11:00 AM - 12:00 PM
Panama Bartholomy, Advisor to Commissioner Douglas, California Energy Commission
Brian Gitt, Principal
Retrofitting California's 13 million homes and 5 billion square feet of commercial space is the biggest hurdle to achieving California’s efficiency, renewables and climate goals. A whole new cohort of policies and programs are being rolled out to do just that. With a bit of passion and wit this dynamic pair will shine the spotlight on the game changers from the national to the local level.

The California Academy of Sciences Design-Build Team Panel 
Thursday, October 1st, 2:00 PM - 3:00 PM
Leslie Guevarra, Associate Editor, GreenerBuildings.com, GreenBiz.com
Alison Brown, Chief of Staff & CFO
Paul Switenki, Mechanical Engineer, ARUP
Jes Pedersen, Senior Vice President & Project Executive, Webcor Builders
Harry O’Brien, Partner, Coblentz, Patch, Duffy & Bass – Lead Counsel
Don Young, President, D.R. Young Associates – Development Manager
Meagan Levitan, Board Member, San Francisco Recreation & Parks Commission
The California Academy of Sciences (CAS) was a complex project involving many different interests and specialists. The objective of achieving true sustainability through planning and construction was dependent on effective integration of the collective efforts through close collaboration of the stakeholders (including the public) and every member of the design-build team. The success of the outstanding collaboration led to a world-class success. This panel will discuss the experiences and lessons learned from this highly effective collaboration effort.

The Passive House Standard for Deep Energy Retrofits - Zero Net Energy Buildings 
Thursday, October 1st, 3:30 PM - 4:30 PM
Prudence Ferreira, CEO, Integral Impact Inc.
Nabih Tahan, Principal
Graham Irwin, Principal, Essential Habitat
Though still relatively unknown in the US, the Passive House energy standard has been successfully used across Europe for over a decade to complete cost-effective commercial and residential new construction and deep energy retrofits. This performance-based standard bridges the gap between current design-based rating systems and zero net energy targets. This session will do a deep-dive on the current expectations for creating zero net energy buildings.

Making Sustainable Residential Design Affordable: How Does Certification Affect Your Value? 
Thursday, October 1st, 5:00 PM - 6:00 PM
Piper Kujac, Co-Chair, Northern California Chapter RGB Advocacy Committee,
Heather Larson, Program Manager
Mike Kerwin, Co-Founder, Lorax Development
Laura Billings, Sage Green Development
Experts in construction & fire insurance, multi-unit sustainable development, custom green home design, real estate, and financial lending will discuss green financing in the residential market - both multi- and single-family. They will show how green certification is affecting both financing and property values.

The American Recovery & Reinvestment Act: An Economic Stimulus Overview 
Thursday, October 1st, 5:00 PM - 6:00 PM
Panama Bartholomy, Advisor to Commissioner Douglas, California Energy Commission
The American Recovery and Reinvestment Act (ARRA)Is providing over $60 billion in funds for energy and green buildings efforts in an effort to stimulate the nation’s economy and put a spotlight on sustainable infrastructure improvements. From his California Energy Commission vantage point as fulcrum of California’s ARRA implementation, this CEC Public Servant will answer all your questions about California-administered and federal competitive programs.

Your Guide to Navigating Green Remodeling Standards  
Thursday, October 1st, 5:00 PM - 6:00 PM
Tenaya Asan, Program Manager, GreenPoint Rated, Build It Green
Greening existing homes is a complex process. Evaluating health, safety and building integrity is key when retrofitting the older home. This multifaceted process is facilitated by GreenPoint Rated for Existing Homes which establishes criteria for water efficiencies, indoor air quality and resource conservation. This session will explain the program and will demonstrate its credibility and capacity to quantify environmental impact. Case studies will be used in order to show real examples of home retrofits. Participants will leave the session with an understanding of the tool and its value as a third party verified consumer label.

Blended Building Design: The Positive Social Impact of Sustainable Structures 
Friday, October 2nd, 11:00 AM - 12:00 PM
Dev Crews, Chief Sustainability Officer, Luminesa- Illuminated Marketing
Stefan Mühle, General Manager and Regional Director
Alison Brown, Chief of Staff & CFO, California Academy of Sciences
Erin Carson, Development Specialist, Housing, San Francisco Redevelopment Agency
Get inspired by three innovative new structures: the world’s greenest museum, a revolutionary housing project and California's first LEED-certified hotel. Hear highlights from Blended Buildings Benefits, about the social and financial rewards of sustainable buildings. Learn how ‘smart space’ design can enhance people’s lives, positively impact the natural world and lead to organizational success.

Summit: Green Building 3.0 - Creating Demand For Retrofitting and Remodeling 
Friday, October 2nd, 11:00 am - 12:00 pm
Leif Magnuson, Residential Green Building Coordinator, EPA
Matt Golden, President & Founder
Brian Gitt, Principal, BKI
Panama Bartholomy, Advisor to Commissioner Douglas, California Energy Commission
Tenaya Asan, Program Manager, GreenPoint Rated, Build It Green
George Kopf, Program Director, Green Energy Training Services, Rising Sun Energy Center
This session has been brought to you by The Home Depot Foundation
Builders and Contractors, Energy Auditors, Insulation Specialists, Non-profits including Educators and Policy Makers are invited to explore how to contribute to and profit from skillfully retrofitting our existing housing stock and meeting our carbon reduction goals. West Coast Green Sessions will bring you up to speed in rapidly emerging constellation of players and activities and the summit will help you bring it all together and plot the opportunities.

Greening Fort Mason Design Slam 
Friday, October 2nd, 12:30 pm - 3:00 pm
Sean Culman, AIA, LEED AP, Solutions
Bill Burke, Assistant Director
Ken Kortkamp, Associate, Sherwood Design Engineers
Michael Kloefkorn, Associate, Van Meter Williams Pollack, LLP
Bry Sarté, Principal & CEO, Sherwood Design Engineers
James Stickley, Principal, Wallace Roberts and Todd
Laurie Durnell, Director of Consulting, The Grove Consultants International
Within the context of Fort Mason Center as a National Park and a Historic Monument, the best and brightest of the West Coast Green thinkers and designers will create a story of how Fort Mason evolved into a noted environmentally sustainable destination. In this invigorating and demanding creative session, you will help envision the thought provoking programs, events and organizations to support and reflect the evolving cultural fabric of San Francisco. Help picture the look and feel, the physical structures and the strategic partnerships that can make it happen.

Green From the Beginning: Roofing Solutions With Concrete Tile 
Friday, October 2nd, 2:00 PM - 3:00 PM
Chris Doelle, VP Sales & Marketing, MonierLifetile
John Renowden, Product Manager
In this session from MonierLefetile, you will learn about: lifecycle analysis, concrete’s true footprint, raw materials and manufacturing, solar reflectance and thermal emittance, and end of life. You will also hear a discussion of various roofing materials and how green they are in comparison to each other.

ARRA: Managing the Risk and Reaping the Reward 
Friday, October 2nd, 2:00 PM - 3:00 PM
Paul Campbell, Principal, Deloitte
Description coming soon.

Developing to Scale : Critical Steps on the Path to Zero Carbon Communities 
Friday, October 2nd, 3:30 PM - 4:30 PM
Jonathan Scharfman, Land Development Director, Universal Paragon Corporation
Jennifer Devlin, Principal
Alisdair McGregor, Principal, ARUP
An ecological imperative for community and business leaders is to map out effective pathways for substantive reductions in our Carbon Footprint while pursuing sustainable economic growth. The US Building Sector accounts for half of all energy consumption and greenhouse gas emissions, while Transportation accounts for another 25%. It is prudent, then, to retool development patterns in a way that capitalizes on best practices for reducing or eliminating building energy demand and vehicle miles travelled (VMT) at the project level.

By examining specific case studies and policy drivers from the US and China, this session will attempt to illustrate systemic approaches taken to meet Carbon reduction goals for large scale projects and discuss various challenges encountered along the way. This session will invite participants to explore how systemic thinking can inform positive outcomes at the project level.

Deep Retrofits of Commercial Buildings 
Friday, October 2nd, 3:30 PM - 4:30 PM
Matt Macko, Principal, Environmental Building Strategies
Jose Guevara, Property Manager
In today's economy, energy, waste and water efficiency offer the greatest return on investment for commercial building retrofits. Results from the Empire State Building and One Montgomery will make the point as elements of the projects are discused. Industry leaders from Jones Lange LaSalle and Cushman & Wakefield organizations share particulars and discuss emerging opportunities.

House Talk with GreenBuildingAdvisor.com 
Friday, October 2nd, 5:00 PM - 6:00 PM
Peter Yost, Director of Residential Services, GreenBuildingAdvisor.com
Ann Edminster, M.Arch, Green Building Consultant
Matt Golden, President & Founder, Sustainable Spaces
Bruce King, Grand Pooh-bah, Green Building Advisor
When GreenBuildingAdvisor.com was looking for the country’s 15 brightest and best, they chose three West Coast Green alums: Bruce King, Matt Golden, and Ann Edminster. If you can stump them during this free-flowing 90 minutes, you get a free one-year GBAPro membership on the spot. Get your questions ready!

EPA Presents: Lifecycle Building Challenges & Solutions 
Saturday, October 3rd, 11:00 AM - 12:00 PM
Scott Shell, Senior Associate and Sustainability Expert, EHDD Architects
Saskia van Gendt, Lifecycle Building Challenge and Energy Coordinator
Learn how designing for future material reuse can preserve embodied energy or embodied carbon in any project-- public or private. The session will highlight tools for quantifying greenhouse gases conserved from recovering and reusing building materials. Learn how lifecycle building strategies reduce greenhouse gas emissions by allowing for future reuse that ultimately conserves resources, time, and money.

Detroit, Dallas & Despotism: 3D View of Sustainability 
Saturday, October 3rd, 11:00 am - 12:00 pm
Eric Corey Freed, Principal, organicARCHITECT
Green architect Eric Corey Freed, author of "Green Building & Remodeling for Dummies," will dazzle you with another of his fascinating presentations that will focus on his creative and bizarre world of sustainable design. You will laugh, cry and never look at your world quite the same way again. Part stand-up comedy, part academic lecture, Eric will present a side of the environmental movement most never get to see. Drawn from the most advanced research, this presentation uses rich graphics, multimedia and never before seen data that will alter your view of green building.

How to Guarantee Your Building is Working-- or Prove It Is Not 
Saturday, October 3rd, 11:00 AM - 12:00 PM
Rick Chitwood, President, Chitwood Energy Management, Inc.
As the “Green” movement has matured we have agreed that the number one criterion for a Green building is to have – low energy consumption. To not make a structure’s energy efficiency our highest priority may doom it to a large carbon footprint for decades – if not centuries.

In this session we will look at the small amount of evidence in existence that indicates how well we are doing at providing low energy consumption in our green buildings. We will also explore the idea of integrating quality control and feedback loops in to our construction process – and how this feedback can impact our buildings performance significantly.

We only have two cost effective opportunities to install energy features; when we construct a new building and when we renovate it every few decades. Missing these opportunities by not even trying to improve energy features or worse yet trying to and not seceding – must not happen

Affordable, Zero Energy Buildings Will Lead to Economic Rebound and Climate Recovery 
Saturday, October 3rd, 12:30 PM - 1:30 PM
Naomi Porat, CEO, ZETA Communities
Peter Rumsey P.E, Founder & President
Although the housing sector is showing a modest recovery, the question remains as to how will it will reemerge as a sustainable industry? With strategic goals being set to have zero energy homes by 2020 and zero energy commercial buildings by 2025, the rush is on to create net zero energy residential structures that are affordable and market-ready. This session will look at some of the companies that are having success today and will discuss ways to get scalability for more substantial impact against the goals.

Please join Naomi Porat, CEO and co-founder of ZETA Communities, and Peter Rumsey, Founder and Managing Principal of Rumsey Engineers, in a lively presentation and discussion about methods to produce affordable and practical zero energy residential and non-residential buildings; strategies for leveraging green technologies with the modular building approach; and the environmental, economic and socio-political benefits of net zero energy urban communities.

Home Energy Auditing & Retrofitting-– The Standards 
Saturday, October 3rd, 2:00 PM - 3:00 PM
Bob Knight, President, Bevilacqua-Knight, Inc.
Larry Zarker, CEO
American homes produce twice the greenhouse gas emissions as passenger cars. Join Larry Zarker and Bob Knight to learn 128 million reasons to get BPI-accredited or certified so you can be a part of the green contracting workforce that conducts comprehensive energy audits of homes and upgrades their performance.









Business Opportunities and the New Economy Track Sessions

The New Symbiosis: Business & Society 
Thursday, October 1st, 11:00 AM - 12:00 PM

John L. Knott, President & CEO
Hazel Henderson, Founder, Ethical Markets Media, LLC
Description Coming Soon

Delivering on our Promise: Sustainable Solutions to Achieve our Climate and Economic Goals 
Thursday, October 1st, 12:30 PM - 1:30 PM
Matt Golden, President & Founder, Sustainable Spaces
Carbon emissions will be the single most important metric for judging the success or failure of our energy policy. Taking a close look at state and federal energy policy, Matt Golden shows how existing public funding and incentives favor costly technologies over cost effective solutions. Hear how our strategic plans are misaligned with how we implement policies. Learn how new policies at both the state and Federal level are being developed to create a level playing field and the foundation for a sustainable industry to emerge. Additionally, Golden will offer insight into creating a sustainable marketplace for energy efficiency retrofitting, while outlining the course of action necessary to scale the industry to meet aggressive carbon reduction and economic stimulus goals.

The Art of Selling Green to Commercial Buyers  
Thursday, October 1st, 2:00 PM - 3:00 PM
Lewis Perkins, Principal, New House LLC
Kirsten Ritchie, Director of Sustainable Design
Martin Flaherty, President, ecoScorecard
Zorana Bosnic, Vice President, Sustainable Design Director, HOK
This session will discuss how commercial buyers of green make their decisions. With directives coming from the boardroom for companies to implement and buy green, there is a growing market for makers of green products and services. Learn what it takes to sell to these buyers from people who have successfully done so for a living.

Ecotone: Where Top Down Meets Bottom Up 
Thursday, October 1st, 3:30 PM - 4:30 PM
Celia Canfield, Chief Development Director, West Coast Green
Adam Werbach, Global CEO
Steve Newcomb, CEO & Co-Founder, Virgance
While Werbach has worked with the world’s largest companies to create change from the top, Newcomb is having a large-scale effect by changing the world one block at a time. As an ecotone is the intersection between two different ecosystems, come hear about the intersection between these two different business models and the impact they are having. This will be a conversation of two like-minded people with two very different operational styles. Come experience the ying an yang of sustainability as a business paradigm.

Sustainability Measurements and Metrics: ABC’s and More 
Thursday, October 1st, 3:30 PM - 4:30 PM
Sara Ellis Conant, Manager, Enterprise Sustainability, Deloitte Consulting
An industry is emerging to measure sustainability and green activities. This session will dive into the why, how and what is available to companies wanting to comply with expectations from government and consumers. This session will delve into financial modeling that analyzes your supply chain to defining what is currently available for use. What thing is certain-- the landscape is a quickly changing.

Show Me The Money! An Overview of Venture Trends 
Thursday, October 1st, 5:00 PM - 6:00 PM
Paul Holland, General Partner, Foundation Capital
Over the past five years, Cleantech has been the fastest growing segment of the venture capital industry. And yet, in the first half of this year, we saw a significant contraction in VC dollars going into Cleantech. Are the good times over for Cleantech entrepreneurs? Has Venture Capital lost its nerve when it comes to Cleantech investing? Hear the answers to these and other questions in this provocative session.

Social Media for Real: Engaging Strategies 
Friday, October 2nd, 11:00 AM - 12:00 PM
Ian Bryan, President & Founder, The Sensible City, Inc
Nick Aster, Co-Founder
David Phillips, CEO, NaturalPath Media
Debra Berman, Managing Director, Justmeans
Michael Penwarden, CEO, Matter Network
The social media landscape is recognizing a shift in its use with input from a myriad of new audiences. Instead of simply tweeting opinions and moods, more and more cultural creatives now use social media to build organizations, ignite campaigns, and engage power structures. But it isn't as simple as just creating an account and finding the right friends. What is the process? What are the best practices? And what does the future hold? This salon will explore how to maximize purposeful outcomes from using social media tools.

Sustainable Principles Meet Sustainable Practices 
Friday, October 2nd, 11:00 AM - 12:00 PM
Martin Melaver, CEO, Melaver, Inc.
David Orr, Chair of Environmental Studies Program
This session has been brought to you by Urban ReVision
Martin Melaver and David Orr will have a conversation about the challenges of connecting big-picture thinking to paradigm change on the ground. They will address the shaping of ecological design intelligence and some of the questions this raises. For example, cultural habits are built over decades, generations, centuries and has resulted in the the hardwiring of our behaviors. Those behaviors, in light of planetary overshoot, need to change. What changes specifically need to change? How best to implement them, and can we afford the time it will take to unwire these built in habits? This promises to be a very stimulating dialogue.

Telling Your Sustainable Brand Story 
Friday, October 2nd, 12:30 PM - 1:30 PM
Pam Van Orden, President, Enlightened Brand
Susan Bierzychudek, Principal
In a world where markets are conversations, the art of storytelling is essential to building great brands. Stories about the sustainability of your brand have special considerations. This highly interactive session will introduce you to concepts that are fundamental to telling your sustainable brand story. Participants will learn about the emotional power of stories, the importance of knowing your audience, and why the context of your sustainable story is as important as the content.

One lucky attendee will have their business challenge addressed by the group as an exercise.

Marketing Green: Leveraging Value Through Winning Marketing Practices  
Friday, October 2nd, 3:30 PM - 4:30 PM
Celia Canfield, Chief Development Director, West Coast Green
Sandy Skees, Founder & CEO
Amy Hebard, Chief Research Officer & Co-Founder, Earthsense
What is a sustainable brand? How do you create one? What are the hallmarks and who does it right? Who are the these new "prosumers" and how do you market to them? This panel will address these questions and more. You will learn how to unlock your own brand of goodness. You’ll see current market research findings that can be used to identify what are the opportunities in green that are worth investing marketing dollars against. You'll also learn what are efficient ways to market and how to know when you are succeeding. Speakers will identify best practices and share case studies of what companies are doing it well and reaping the rewards for doing so.

Summit: Defining Business in The New Economy 
Friday, October 2nd, 3:30 pm - 6:00 pm
Gordon Starr, CEO, Starr Consulting Group
Paul Dolan, President, Mendocino Wine Group
Tom Paladino, President, Paladino and Company
We have entered a new era in business where resources are scarce and people abundant. Many of the very principles and rules that historically allowed business to make such a remarkable contribution to human progress are, in this new era, bankrupt. In this session you will have an opportunity to explore what new principles and rules must be created and which ones must be abandoned for business to make a vital contribution to a sustainable planet. You will also have an opportunity to learn from people who are successfully transforming the nature of their business and examine what you might take on in your own enterprise. This is a highly interactive session.





Clean Tech and Cool Products Track Sessions

Brightest Bulb in the Box: Lighting Ideas 
Thursday, October 1st, 11:00 AM - 12:00 PM
Michael Kanellos, Editor in Chief, Greentech Media
Warner Philips, Managing Partner
Michael D’Amour, President & CEO, Lumenergi, Inc.
In the next few years, rising energy prices, technology breakthroughs and new policy mandates are expected to transform an industry that many take for granted. Questions addressed: Which technologies—LEDs, OLEDs, plasma lights, lighting controls will likely impact builders and landlords the most and what are their advantages and disadvantages? Will these new technologies cost more than traditional lighting or will they pay for themselves through lower energy bills and maintenance? What are some of the changes in government policies or commercial leases that will encourage a shift from older lights?

What’s Smart About Solar 
Thursday, October 1st, 12:30 PM - 1:30 PM
Gary Gerber, President, Sun Light & Power Co.
We all want to make smart choices. Most of us already suspect that solar energy is the smart pick for powering our homes and businesses, but somehow we just can’t leap that wall. What is stopping us from making the smart choice? Together, as we explore the myths about solar, we will see that there really isn’t a good reason not to incorporate this sensible, healthy, non-polluting energy source into our lives. Come break down some walls with me!

Connected Sustainability, Innovation and the New Economy 
Thursday, October 1st, 3:30 PM - 4:30 PM
Jeff Weinberger, Chair, Cisco WebEx Green Initiative, Cisco WebEx
We are at the beginning of a transformation in our economy, and a different set of business models will be required to succeed. We know sustainability requires innovation, but the sustainability journey also creates innovation. As your business evolves to incorporate sustainable practices, opportunities that may never have been seen otherwise start to open up. And as people - both inside and outside your company - become more connected, the opportunities to create innovation multiply. We'll consider these opportunities, where they can arise and how you might find and take advantage of them. And we'll discuss ways they can start to re-shape your business and begin to create the business models you'll need to succeed in the new economy.

The Good, the Bad, and the Ugly: A Look at Green & Not-So-Green Building Products 
Thursday, October 1st, 3:30 PM - 4:30 PM
Alex Wilson, Founder & President, Building Green, Inc.
This session will take a look at a few of the innovative green building products introduced over the past few years-- providing descriptions, applications, and environmental benefits. You will hear why some commonly used products and materials are not very green. The session will be interactive, so be ready to ask questions or contribute your experiences and opinions.

Next Gen Design: Out of the Cradle, Now What? 
Friday, October 2nd, 12:30 PM - 1:30 PM
Jessica Switzer, Partner, Blue Practice
Jason Kibbey, Founder
David Johnson, Director of West Coast Studio, William McDonough and Partners
Gadi Amit, Principal Designer & Founder, NewDealDesign
Since Cradle-to-Cradle was published seven years ago, hundreds of companies, projects, and services have emulated and internalized the concept of rethinking the way we make things. So what’s next? Come learn from the companies at the forefront of sustainable design: William McDonough and Partners, Pact Apparel, and NewDeal on what Cradle to Cradle design means and the evolution and future of this approach. Learn from exciting real life examples.

Entrepreneurs Pitch Brilliant Ideas to Investors 
Friday, October 2nd, 5:00 PM - 6:00 PM
Kathleen Gilligan, Partner, EcoStrategy Group
Peter Liu, Founder & Vice Chairman
Esther Park, Director, Lending Program, RSF Social Finance
Adam Boucher, CEO & Founder, The Ethos Fund, LLC
This session bubbles up the latest ideas in Clean Tech, Green Products and Social Innovation. Come listen to entrepreneurs pitch their big ideas to the heavy hitters in the investment community. Watch as this group of venture capitalists, angel investors, philanthropists and bankers ask the tough questions and push these budding industry leaders to go to the next level. This session promises to be both interactive and thought provoking!

Social Entrepreneur Training: Peer to Peer Pitch Off  
Friday, October 2nd, 5:00 pm - 7:00 pm
Kathleen Gilligan, Partner, EcoStrategy Group
Myan Baker, Senior Consultant
Additional consultants to be announced
Put it all together here: apply what you learned from the Venture Hub or bring your own “back of the envelope” idea and pitch to peers and mentors. You can help fine tune these ideas by giving valuable feedback to the others. Each small group will choose a pitch from among them that will be presented to the whole audience. Then the top 5 to 7 selected from that round will be the finalists who will pitch their ideas to a team of investors on Friday.

Says Who? Deciphering Ratings, Certifications & Eco-labels  
Saturday, October 3rd, 11:00 AM - 12:00 PM
Tom Lent, Policy Director, Healthy Building Network
Heather Gadonniex, Managing Partner, Sustainability
Are you confused by the many competing standards, certification programs, labels and rating systems that address corporate and product sustainability? Join us for a speedy tour through the world of sustainable certifications, rating standards and protocols for material selection and gain tools for making good judgments.

A Traditional Building Medium Revisited: Innovations in Wood 
Saturday, October 3rd, 12:30 PM - 1:30 PM
Peter Moonen, Co-Leader, Sustainability Coordinator, SustainableBuilding Coalition / Wood WORKS!
This seminar is an opportunity for discussion on developments in sustainable building, Green Building rating systems, forest management certification and innovative applications of current and proposed wood products in sustainable building projects. Subjects covered: Canada's environmental forest management and reputation. The Environmental Attributes of Wood as a Building Material.

Current Developments in Green Building Standards and Building Codes.

Case studies of green buildings put into practice.

Biomimicry: Nature as Mentor 
Saturday, October 3rd, 12:30 PM - 1:30 PM
Jeremy Faludi, Associate Professor, Stanford University, Project FROG
This talk will inspire with concepts found in biomimicry and empower attendees to use the concepts in their own work. This session will address three fundamental principles of biomimicry for green design: nature as Model, nature as Measure, and nature as Mentor. It will explore various examples of biomimicry used to make buildings more sustainable. You will learn about two methods used to apply biomimicry in the design process and the tools available for these methods.





Smart Systems Track Sessions

Green by Design: Looking at the House as a System 
Thursday, October 1st, 12:30 PM - 1:30 PM
Peter Pfeiffer, Principal, Barley & Pfeiffer Architects
“Green by design” is cost effective. “Green by device” may not be. Focus will be on an integrated approach, starting with smart programming decisions and ending with appropriate building-science strategies. We will explore what’s worked and what hasn’t worked. We’ll examine and critique design decisions that have been implemented in climes that are particularly hot and humid.

The Energy Dashboard Dashboard 
Thursday, October 1st, 2:00 PM - 3:00 PM
Josh Becker, General Partner & Co-founder, New Cycle Capital
Gene Wang, CEO
We have all been watching with interest the developments taking place in the energy control dashboard realm. Over the past six months the entry of several large established companies, have increased the profile of this technology. In order to fully embrace and utilize this technology, it is essential that you understand what these developments mean for your businesses and the entire built environment. To this end, this panel assembles leading companies to discuss their efforts to create significant impact on energy use through a dashboard interface.

Summit: Lasting Behavior Change Through Dashboard Technologies  
Thursday, October 1st, 3:30pm - 6:00pm
Dave Nielsen, Facilitator, CloudCamp
Gil Friend, CEO
Josh Becker, General Partner & Co-founder, New Cycle Capital
Janet Peterson, Co-Founder, Our Home Spaces
This summit addresses the question: How can home energy use dashboards work to create behavior change? Home energy dashboard services are multiplying exponentially, but not much is known about just what it is that consumers want? This summit will tap into what is currently known about consumer behavior and get at what is likely to prompt consumer adoption. The goal of the summit is to create the wish list for the dashboard of the future.

The Big Pitcher - Integrated Water Systems  
Friday, October 2nd, 11:00 AM - 12:00 PM
Andy Mannle, Sustainable Strategy and Communications,
Paul Kephart, President
Bry Sarté, Principal & CEO, Sherwood Design Engineers
Visionary designers share their experience of integrating water and architecture in order to save energy, purify the air, and sustain life. Paul Kephart of Rana Creek gives a sneak preview of how ponds and river systems will cleanse the air at the new San Francisco Transbay Terminal and the California Medical Center. Bry Sarte of Sherwood Design Engineers discusses how to design working wetlands, and how to utilize storm water to revitalize urban spaces. Andy Mannle ties it all together with his wealth of knowledge and experience reporting on these trends.

The Smart Grid Meets Smart Buildings 
Friday, October 2nd, 2:00 PM - 3:00 PM
Brian Duggan, Director of Thought Leadership Programs, West Coast Green
Andrew Tang, Senior Director, Smart Energy Web
Drew Clark, Director of Sustainability, IBM Venture Capital Group
You’ve heard there is a smart grid coming. Your utility may even have installed a new meter. But what does it all mean—both for you, for the building industry, and for the planet? Come find out at this panel which will address: • a brief overview of the status and potential of Smart Grids • their relevance to the green building community • how they are likely impact end users in the years ahead

Integrative Design Mashup: Building & Living Systems 
Friday, October 2nd, 2:00 PM - 3:00 PM
Bill Reed, President, Integrative Design Collaborative
Confining design to limiting the damage is no longer enough. Engage with Bill and David to explore how we can reach deeper levels of system integration-- including the integration of ourselves with living systems. Explore the values, commitment and acumen that are expanding the reinvention of the business of building from a profit and growth at all costs to enterprises that embrace triple bottom line performance measures and support a healthy world experience.

Housing 2.0: Re-Thinking the Prefab Model 
Friday, October 2nd, 5:00 PM - 6:00 PM
Michelle Kaufmann, Principal, Michelle Kaufmann Studio
During the past 6 years, prefabricated sustainable homes have become increasingly popular. Yet they remain a very small percentage of all homes that are built. Michelle will discuss thoughts and strategies on rethinking the prefab model home solution as a mechanism for making an impact on redefining the built home environment.





Social Innovation Track Sessions

Implementing the Triple Top Line: Exponential Greening for Maximum Building Performance 
Friday, October 2nd, 11:00 AM - 12:00 PM
Tom Paladino, President, Paladino and Company
2030 is quickly approaching, but business and government leaders have a long way to go to reach carbon reduction targets for both new and existing buildings. Tom Paladino will describe how it is possible to apply the “triple top line” as a way to transform buildings, portfolios and markets. He’ll share some methods that can be deployed to optimize building performance for maximum impact. This session will explore various approaches to validating the feasibility of different performance improvement methods. You will learn why the “low-hanging” fruit approach may not be the most efficient or cost effective way to achieve the goals set forth by the 2030 Challenge. Tom will show you how to address the problem of volume and how to do more with both existing and new buildings.

Let’s Green That Job 
Friday, October 2nd, 12:30 PM - 1:30 PM
Panama Bartholomy, Advisor to Commissioner Douglas, California Energy Commission
Jared Blumenfeld, Director, Department of the Environment
Carla Din, Director, East Bay Green Corridor Partnership
One of the largest hurdles to California achieving ambitious goals for clean energy and community development is a dirth of well-trained and educated workforce to take on the challenges of rebuilding our communities and developing the state’s clean energy infrastructure. Come hear from state, regional, community college and local leaders as they describe the future of the clean energy workforce and the programs that will bring it about.

Exponential Change: Examples & Strategies 
Friday, October 2nd, 12:30 PM - 1:30 PM
Jon Alexander, President, Sunshine Construction LLC
Elliott Lemenager, Social Media Strategist, Projectline, Online Community Manager
A master of green building reviews key lessons from initiatives that are being realized at the community, regional and national levels. This interactive session will draw out some of your own observations about what you are seeing as exponential changes. You will then get to hear an expert insider show you how to use social networking and new media a to make it happen in your own sphere.

Beyond Bucky: Anticipatory Perspectives & Comprehensive Solutions 
Friday, October 2nd, 2:00 PM - 3:00 PM
Bonnie DeVarco, Founder, Media X, Distinguished Visiting Scholar, Stanford University
Gil Friend, CEO
David McConville, Director of Noospheric Research, The Elumenati, Buckminster Fuller Institute
Decades before the rise of "sustainability" and the green meme, R. Buckminster Fuller sought to “reform the environment in a way that is favorable for the success of all humanity.” Studying the principles of nature, he developed numerous artifacts and proposals intended to maximize the efficient use of materials, energy, space and time within human societies and the built environment. Though many of his ideas were not fully realized in his lifetime, his approach has inspired a new generation of potentially transformative global solutions. Beyond Bucky examines his visionary designs for planetary stewardship and how they are influencing contemporary initiatives.

Pragmatic Idealism: The Principles & Problems of Visionary Leadership 
Friday, October 2nd, 3:30 PM - 4:30 PM
John Marshall Roberts, Co-Founder, Conceptual Age Media
Sim Van der Ryn, Chief Wizard
In this engaging dialogue, ecological design legend Sim Van der Ryn and psychologist/communication expert John Marshall Roberts will explore the psychology of visionary leaders within the environmental field. They will discuss the practical problems they face bringing their larger vision to fruition. As the economy staggers, and social values continue to shift, the speakers will address what makes a leader an effective change agent?

Human Evolution as it Relates to Environmental Change 
Friday, October 2nd, 3:30 PM - 4:30 PM
Rebecca Costa, Trendist, Biodiversity Foundation and Author,, The Watchman's Rattle
Rebecca D. Costa reveals the four telltale patterns which paralyze innovative thinking, and with it, a civilization's ability to solve complex problems. Rebecca will pull historic and modern day examples from her soon to be released book, The Watchman's Rattle. She will describe what happens when complexity races ahead of the brain's ability to manage it, the underlying reason why experts and governments can no longer fix global crisis and conflict. Costa will explain how the same deconstructionist problem solving techniques used to "find lost luggage" are ineffectively being used to address global warming, war, poverty and the worldwide financial crisis.

Moving Business Forward 
Saturday, October 3rd, 11:00 AM - 12:00 PM
David Hopkins, Co-Author, The Tactics of Hope: How Social Entrepreneurs Are Changing Our World
Gordon Starr, CEO
Lynne Twist, Author, The Soul of Money and Co-Founder, The Pachamama Alliance
This is an exclusive and unprecedented opportunity to join best-selling author and internationally renowned social entrepreneur and co-founder of the Pachamama Alliance, Lynne Twist, with Founder and CEO of Starr Consulting Group, Gordon Starr, in conversation with West Coast Green’s David Hopkins, co-author of The Tactics of Hope: How Social Entrepreneurs Are Changing Our World. Be prepared to open your heart and mind as Lynne and Gordon discuss what it means to do ‘good’ for the world while doing ‘well’ in business, with best practices about how to transform communities, organizations and individuals into agents of change.

Summit: Creating Social and Sustainable Economic Development in West Oakland 
Saturday, October 3rd, 12:30 pm - 3:00 pm
Kirstin Miller, Executive Director, Ecocity Builders, Inc.
John L. Knott, President & CEO
Allison Arieff, By Design Columnist, New York Times
Marcel Diallo, Executive Director, Village Bottoms Community Development CorporationThis session has been brought to you by The Home Depot Foundation

At West Coast Green ‘08, a process of engagement with West Oakland leadership began with a design charrette. Since then a number of the ideas generated during the charrette have been realized. This year, we will go deeper, and create a conceptual plan for a piece of land at the center of the Village Bottom emerging village. In partnership with residents, you can come create the next evolution for this area.

New Models of Finance: More Than For Profit 
Saturday, October 3rd, 2:00 PM - 3:00 PM
Lisa Michelle Galley, Managing Principal, Galley Eco Capital LLC
Esther Park, Director, Lending Program
Adam Boucher, CEO & Founder, The Ethos Fund, LLC





Water and Energy Track Sessions

Solar Permitting Forum 
Thursday, October 1st, 11:00 AM - 12:00 PM
Greg Sellers, President, Burnham Energy
Steve Pantazes, Representative
Municipal permitting for customer-side solar systems are lacking consistency and standardization across jurisdictions, and can sometimes be expensive, overly burdensome and/or the cause of delay from timely completion.  Join a panel of industry leaders from various jurisdictions working to advance solutions on these issues, including harmonizing codes and standards with a goal of driving down permitting costs and processing time.  In this one hour-session, panelists will provide an update on recent progress, as well as engage with audience members to better understand the existing challenges.

Carbon Accounting for the Building Industry 
Thursday, October 1st, 12:30 PM - 1:30 PM
Frankie Ridolfi, Director of Marketing, Climate Earth
What exactly is Enterprise Carbon Accounting (ECA) and why is it important for the building industry? Carbon emissions touch all stakeholders in the building industry. Deciding how to manage carbon is challenging on many levels: the science is complex, standards are evolving, and the market is crowded with a variety of solutions offering similar sounding value propositions. The session will begin with creating a conceptual framework for carbon accounting, and explain how it builds on the traditions of financial and managerial accounting. Break-out groups will discuss: - Materiality, where your maximum impact lies, and how to evaluate ROI - How different business functions benefit from carbon intelligence - How to establish a carbon accounting

Summit: Game Changing Energy Solutions 
Thursday, October 1st, 12:30pm - 3:00pm
Dave Nielsen, Facilitator, CloudCamp
Jess Brown, Director of Service & Sales, PG&E
Duane Larson, Director, Customer Energy Efficiency
This session has been brought to you by PG&E
Can we achieve an 80% greenhouse gas reduction or more by 2050? This group of thought leaders believe we can. This session will address how it can be done and enlist ideas from the participants. Want to work with the best minds in the business? Come to this “unconference” summit and contribute your knowledge and ideas to address one of society’s most critical challenges.... tapping into solar to provide the country with energy independence.

America's Moment: The Next Agenda for Truly Transforming Energy 
Thursday, October 1st, 2:00 PM - 3:00 PM
Peter Leyden, Founder & CEO, Next Agenda
America is in the beginning of a transformation on a scale only seen a handful of times in history. We are starting to make an extremely difficult and complex shift to clean energy sources, a green economy and sustainable lifestyles. The fate of all of the businesses at this conference is tied to how aggressively America and the world pull this off – or not. Peter Leyden, founder of Next Agenda, will explain all this in historical and global context and give insights into what could unfold in the decade ahead. He also will showcase some recent developments pointing the way towards how we could rapidly come up with the solutions that are up to this scale of this challenge.

Integrating Water Systems into the Whole Building 
Thursday, October 1st, 2:00 PM - 3:00 PM
Gary Klein, Managing Partner, Affiliated International Management, LLC
What is the most water, energy, and time efficient way to install a hot water distribution system for a given floor plan? Where is it appropriate to use drain water heat recovery? How would you capture grey water and provide for grey water re-use in the same building? When should you install water heaters in multiple locations? This session will explore the answers to these questions by laying out the plumbing for a typical building on the floor of the classroom and recreating the pipe structure for demonstration purposes.

Best Practices in Residential Water Use & Reuse  
Thursday, October 1st, 5:00 PM - 6:00 PM
Steve Lehtonen, Managing Director, GreenPlumbers USA
Brod Street, Senior Policy Officer
While most Melbourne householders struggle with new water saving targets, Brod Street’s home in inner Melbourne Australia is an inspiration on how to save water and energy. This session will present the results of a six year odyssey of researching and then managing private water supplies, integrating energy efficient fixtures and water saving appliances into a home that is an inspiration to water and energy conservation.

The Water and Energy Connection: San Francisco Case in Point 
Friday, October 2nd, 5:00 PM - 6:00 PM
Gary Klein, Managing Partner, Affiliated International Management, LLC
Rosey Jencks, Stormwater Planner
The water/energy connection presents us with a currently undervalued opportunity to save greenhouse gas emissions and adapting to the climate change trends of reduced snowpack, resulting lack of storage and increasing population. Some compelling data presents this opportunity. This will lead us to a brilliant case study in the City of San Francisco’s initiatives and results in managing the urban watershed and integrating water-sensitive strategies into the Urban Landscape. Stormwater management, water-efficient buildings, re-imagined streets, new jurisdictional accountabilites, infrastructure re-thinking and integrative strategy lessons will watercolor a water-valued future.

Strategies for Integrated Water Management 
Saturday, October 3rd, 2:00 PM - 3:00 PM
Josiah Cain, Principal, Design Ecology
Come learn how projects can beautifully and elegantly save energy by using water to create habitat, cool buildings, prevent flooding, replenish groundwater, reduce chemical use and conserve our most valuable resource. This session is being presented by the creator of this year’s innovative West Coast Green outdoor habitat.





Social Entrepreneur Training Track Sessions

Social Entrepreneur Training: Fundraising Preparedness or What is Investable? 
Thursday, October 1st, 11:00 AM - 12:00 PM
Colin Wiel, President, Keiretsu Forum - San Francisco & North Bay
Additional consultants to be announced
As an entrepreneur, how do you know when it’s time to start raising money for your business? Should you look for institutional funding, an angel investor, or continue to bootstrap? As a social entrepreneur, your options are different from a traditional start-up. Come hear these this experienced investor tell you what investors look for when evaluating social ventures. Interact with experienced coaches and get real time feedback about tweaking your business plan to make it appealing to venture capitalists and angels.

Social Entrepreneur Training: Identifying Key Success Factors 
Thursday, October 1st, 12:30 PM - 1:30 PM
Cathy Chiu, Principal, Falcon Group
Additional consultants to be announced
What is competitive advantage? How do you recognize it, measure it, and above all, make sure it is sustainable? And once you know, how do you communicate this to those who are evaluating your business? Get an overview of the concepts, then practice articulating in front of experienced mentors and coaches. You will leave having a better understanding of how you can compete more successfully in the marketplace.

Social Entrepreneur Training: Sales & Distribution 
Thursday, October 1st, 2:00 PM - 3:00 PM
Joe Preis, Founder, GreenBuildingPower.com & Keiretsu Forum
Additional consultants to be announced
The key question in any venture competition is: “how will you make money?” Your sales and distribution strategy is at the heart of this answer. In this session you’ll gain a deeper understanding of selling both a product and service. You will be able to talk with those who have had the experience taking a small idea and scaling it to large by developing successful distribution systems. Bounce your ideas off of industry experts and learn from their mistakes and successes!

Social Entrepreneur Training: Marketing & Branding 
Thursday, October 1st, 3:30 PM - 4:30 PM
Greta Mowry, President, Verge Innovation Group
Additional consultants to be announced
One of the most important aspects to launching a new venture is what you say to the outside world about your product. This training will show you how to effectively match your marketing with the best targeted audience. It will give you insight in how you to engage your customers with your brand and what tools you will need to use. Our mentors and coaches are waiting to help you brainstorm and refine your marketing strategy. Come work with them to create the story that will result in connecting you with more customers for your product or service.

Social Entrepreneur Training: Management & Advisors 
Friday, October 2nd, 11:00 AM - 12:00 PM
Jon Bonanno, Chairman, Principle Power & Keiretsu Cleantech Investment, Committee Chairman,
Rex Northen, Executive Director
Additional consultants to be announced
Gathering the right group of people to manage and grow your business is an incredibly delicate process. Who should be on the team, who should be an advisor and who should have a seat on the board? And what has been the effect of Sarbanes-Oxley? This experienced group of mentors and coaches will offer their perspectives and advice on navigating one of the most difficult but important parts of effectively building your company.

Social Entrepreneur Training: Financing Your Business - Private Funding 
Friday, October 2nd, 12:30 PM - 1:30 PM
Brian Matthay, Program Director, Imagine H2O
Additional consultants to be announced
In order to really scale your business, you may find yourself in need of capital beyond what you are able to generate organically. This session will focus on what are some resources you should tap into as a way to help fill in the gaps. These experts on resources that are available from private funds will give you the overview of where and when to start looking. They’ll also help determine the appropriate strategy for moving forward with your fundraising plan. You’ll work in small groups with a dedicated team of business coaches on exactly what your next steps should be!

Social Entrepreneur Training: Financing Your Business - Public Resources 
Friday, October 2nd, 2:00 PM - 3:00 PM
Dan Adler, President, California Clean Energy Fund: CalCEF
Additional consultants to be announced
In the wake of broad economic stimulus and new government programs, entrepreneurs have access to unprecedented levels of public funds. Questions abound: What are some of these resources? How I get a piece of the pie? In this session you’ll learn about what is being funded by public sources and what specific programs are looking. These programs are as diverse as they are numerous, and this session will help you discern which one is appropriate for your business.

Social Entrepreneur Training: Pro Forma Assessment  
Friday, October 2nd, 3:30 PM - 4:30 PM
Jeff Burkland, Principal, Burkland Consulting
Additional consultants to be announced
As an entrepreneur and business owner, reporting on your business’ financial outcomes is a huge responsibility. This team of experts is on hand to share with you exactly what you need to know! Preparing financial reports for a start up venture is markedly different from more established companies, and the team of mentors and coaches is skilled at guiding you through a very complicated topic.





Fireside Chat Track Sessions


A Conversation With Alex Wilson 
Friday, October 2nd, 11:00 AM - 12:00 PM
Brian Back, Founding Editor and Publisher, Sustainable Industries
Alex Wilson, Founder & President

A Conversation With Gil Friend 
Friday, October 2nd, 12:30 PM - 1:30 PM
Becky Brun, Editor, Sustainable Industries
Gil Friend, CEO

A Conversation With Stewart Brand 
Friday, October 2nd, 2:00 PM - 3:00 PM
Brian Back, Founding Editor and Publisher, Sustainable Industries
Stewart Brand, President

A Conversation With Michelle Kaufmann 
Friday, October 2nd, 3:30 PM - 4:30 PM
Becky Brun, Editor, Sustainable Industries
Michelle Kaufmann, Principal

A Conversation With Panama Bartholomy 
Friday, October 2nd, 5:00 PM - 6:00 PM
Brian Back, Founding Editor and Publisher, Sustainable Industries
Panama Bartholomy, Advisor to Commissioner Douglas

A Conversation With Cameron Sinclair 
Saturday, October 3rd, 11:00 AM - 12:00 PM
Becky Brun, Editor, Sustainable Industries
Cameron Sinclair, Author, Design Like You Give a Damn, Co-founder

A Conversation With Christi Graham & Karen Jackson 
Saturday, October 3rd, 12:30 PM - 1:30 PM
Brian Back, Founding Editor and Publisher, Sustainable Industries
Karen Jackson, Vice President and Chief Innovation Officer
Christi Graham, President & CEO, West Coast Green

A Conversation With Kevin Surace 
Saturday, October 3rd, 2:00 PM - 3:00 PM
Charles Redell, Associate Editor, Sustainable Industries
Kevin Surace, CEO

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