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ACHIEVING THE NEW LOOK OF GREEN

Lisa Zangerle, Senior Interior Designer, LEED AP, Associate


SERA Architects

Gary Golla, Architect, LEED AP, Associate


SERA Architects

SERA ARCHITECTS INC. 2008 © Achieving the New Look of Green


I. Defining the new look of green.

II. Achieving the new look of green.

III. The future of green.

www.serapdx.com/documents.php
SERA ARCHITECTS INC. 2008 © Achieving the New Look of Green
DEFINING THE NEW LOOK OF GREEN

PERCEPTION OF GREEN…

For projects to achieve green initiatives, design options are limited, quality is
compromised, luxury must be sacrificed, and a large cost premium will be
incurred… This is not the case.

SERA ARCHITECTS INC. 2008 © Achieving the New Look of Green


DEFINING THE NEW LOOK OF GREEN

WHAT IS THE NEW LOOK OF GREEN…

The new look of green is delivering high performance buildings that are
environmentally sensitive but still maintain a quality aesthetic. They are
designed without compromising the guest experience, the brand’s identity
or operations. It is what you expect but only better….

Proximity Hotel, LEED Gold/ Platinum Target Hotel Terra, LEED Certified Target Solbar Hotel Geo Thermal and Solar Energy

SERA ARCHITECTS INC. 2008 © Achieving the New Look of Green


DEFINING THE NEW LOOK OF GREEN

WHAT MAKES IT GREEN?

• Make smart choices about materials

• Enhance the local community

• Create healthy environments for guests & employees

• Ensure a quality guest experience

Vancouver Hilton LEED Certified The Inn and Conference Gaia Hotel LEED GOLD
Center University of Maryland LEED Certified

SERA ARCHITECTS INC. 2008 © Achieving the New Look of Green


DEFINING THE NEW LOOK OF GREEN

WHAT MAKES IT GREEN?


• Designed in harmony with climate and location

• Saves operating costs

• Takes a holistic approach and addresses multiple systems

• Is honest and verifiable

URBN Hotel, Shanghai, Recycled materials The Plazzo, LEED Silver City Center LEED Silver Target

SERA ARCHITECTS INC. 2008 © Achieving the New Look of Green


THE NINES, STARWOOD LUXURY COLLECTION, PORTLAND, OREGON

LEED SILVER TARGET


• 28% energy efficiency
• 28% water efficiency
• 100% green power
• 75% building re-use
• Low emitting materials
• Improved thermal control

SERA ARCHITECTS INC. 2008 © Achieving the New Look of Green


COURTYARD BY MARRIOTT, PORTLAND, OREGON
LEED GOLD TARGET
• 31% energy efficiency
• 28% water efficiency
• Alternative transportation program
• Improved daylight & views
• 95% construction waste management
• Recycled and regional materials

SERA ARCHITECTS INC. 2008 © Achieving the New Look of Green


PROCESS

SERA ARCHITECTS INC. 2008 © Achieving the New Look of Green


BEGIN AT THE BEGINNING

THE ECO CHARRETTE

SERA ARCHITECTS INC. 2008 © Achieving the New Look of Green


BEGIN AT THE BEGINNING
INTEGRATED DESIGN

SERA ARCHITECTS INC. 2008 © Achieving the New Look of Green


DESIGN & BUILDING SYSTEMS

.com

SERA ARCHITECTS INC. 2008 © Achieving the New Look of Green


SITE, FORM & ENVELOPE

CLIMATE RESPONSIVE DESIGN

Using climate as a decision filter


and a generator of form
.com

SERA ARCHITECTS INC. 2008 © Achieving the New Look of Green


SITE, FORM & ENVELOPE

CLIMATE RESPONSIVE DESIGN


Make smart choices about materials

• Building Orientation

• Daylighting

• Ventilation

• Rainfall

SERA ARCHITECTS INC. 2008 © Achieving the New Look of Green


SITE, FORM & ENVELOPE

SERA ARCHITECTS INC. 2008 © Achieving the New Look of Green


SITE, FORM & ENVELOPE

CLIMATE RESPONSIVE ENVELOPE

SERA ARCHITECTS INC. 2008 © Achieving the New Look of Green


BUILDING SYSTEMS DESIGN / BACK OF HOUSE

OPPORTUNITIES

• Operations costs savings


• Healthy indoor environment
• Better ventilation
• Efficiencies built in
• No action called for by the guest
• Improved guest comfort
• Capture rainfall
• Treat and reuse water
• Capture and reuse waste heat
• Efficient laundry technologies

SERA ARCHITECTS INC. 2008 © Achieving the New Look of Green


STATE OF THE SHELF

SERA ARCHITECTS INC. 2008 © Achieving the New Look of Green


BUILDING SYSTEMS DESIGN / BACK OF HOUSE

ENERGY MODEL
Analysis of a building’s
energy consumption.

SERA ARCHITECTS INC. 2008 © Achieving the New Look of Green


BUILDING SYSTEMS DESIGN / BACK OF HOUSE

ENERGY MODEL
Courtyard by Marriott
Portland City Center
8 % hot water
4 % elevator
13 %
lighting
31 % savings
23 % misc. 9 % hot water 4 % elevator
plug loads
9 % lighting 10 % heating

14 % fans 22 % heating
& pumps
23 % misc. 11 % fans
plug loads & pumps
15 % cooling

4 % cooling

Baseline Design

SERA ARCHITECTS INC. 2008 © Achieving the New Look of Green


BUILDING SYSTEMS DESIGN / BACK OF HOUSE

ENERGY MODEL
Courtyard by Marriott
Portland City Center
8 % hot water
4 % elevator
13 %
lighting
31 % savings
23 % misc. 9 % hot water 4 % elevator
plug loads
9 % lighting 10 % heating

14 % fans 22 % heating
& pumps
23 % misc. 11 % fans
plug loads & pumps
15 % cooling

4 % cooling

Baseline Design:
Cost Premium: $184,800
Yearly Savings: $ 58,035

SERA ARCHITECTS INC. 2008 © Achieving the New Look of Green


BUILDING SYSTEMS DESIGN / BACK OF HOUSE
WATER CONSERVATION

• low flush toilets 5%


• dual flush toilets 9%
• faucet aerators 2gpm 4%
• faucet aerators 1gpm 11%
• faucet aerators 0.5gpm 16%
• shower heads 2.2gpm 4%
• shower heads 2.0gpm 7%
• shower heads 1.7gpm 10%
• shower heads 1.5gpm 14%
• boh/public low flow 3%

SERA ARCHITECTS INC. 2008 © Achieving the New Look of Green


BUILDING SYSTEMS DESIGN / BACK OF HOUSE
WATER CONSERVATION

• low flush toilets 5%


• dual flush toilets 9%
• faucet aerators 2gpm 4%
• faucet aerators 1gpm 11%
• faucet aerators 0.5gpm 16%
• shower heads 2.2gpm 4%
• shower heads 2.0gpm 7%
• shower heads 1.7gpm 10%
• shower heads 1.5gpm 14%
• boh/public low flow 3%
Total water savings 12%

SERA ARCHITECTS INC. 2008 © Achieving the New Look of Green


BUILDING SYSTEMS DESIGN / BACK OF HOUSE
WATER CONSERVATION

• low flush toilets 5%


• dual flush toilets 9%
• faucet aerators 2gpm 4%
• faucet aerators 1gpm 11%
• faucet aerators 0.5gpm 16%
• shower heads 2.2gpm 4%
• shower heads 2.0gpm 7%
• shower heads 1.7gpm 10%
• shower heads 1.5gpm 14%
• boh/public low flow 3%
Total water savings 23%

SERA ARCHITECTS INC. 2008 © Achieving the New Look of Green


BUILDING SYSTEMS DESIGN / BACK OF HOUSE
WATER CONSERVATION

• low flush toilets 5%


• dual flush toilets 9%
• faucet aerators 2gpm 4%
• faucet aerators 1gpm 11%
• faucet aerators 0.5gpm 16%
• shower heads 2.2gpm 4%
• shower heads 2.0gpm 7%
• shower heads 1.7gpm 10%
• shower heads 1.5gpm 14%
• boh/public low flow 3%
Total water savings 42%

SERA ARCHITECTS INC. 2008 © Achieving the New Look of Green


WHERE TO BEGIN…
SERA ARCHITECTS INC. 2008 © Achieving the New Look of Green
WHAT ARE THE PROJECT’S
CERTIFICATION GOALS?

LEED

ENERGY STAR

GREEN SEAL

EARTH ADVANTAGE

GREEN COMMUNITIES

SERA ARCHITECTS INC. 2008 © Achieving the New Look of Green


MR-7: certified wood

MR-3: salvaged materials


EQ-4: low emitting materials
(no UF)

MR-6: rapidly renewable

MR-3: salvaged materials


MR-4: recycled content

MR-5: local and regional materials

SERA ARCHITECTS INC. 2008 © Achieving the New Look of Green


Why
specify
green materials?
SERA ARCHITECTS INC. 2008 © Achieving the New Look of Green
WHAT
IS GREENWASH?

“the act of misleading


purchasers regarding the
environmental practices
of a company
or the environmental
benefits of a
product or service….”

FROM: WWW.CASCADIAGBC.ORG

SERA ARCHITECTS INC. 2008 © Achieving the New Look of Green


WHAT IS GREENWASH ?

MISREPRESENTATION
Misleading customers about the actual performance

RELEVANCE
Factually correct assessments that are no longer relevant

UNSUBSTANTIATED CLAIMS
Unable to provide proof, use green or eco incorrectly

HIDDEN TRADE-OFFS
Bold claims about a single attribute, not the key area of concern.

SERA ARCHITECTS INC. 2008 © Achieving the New Look of Green


CERTIFICATION LEVELS:

First Party Certifications:


not necessarily verifiable

Second Party Certifications:


assessments made by
interested outside parties,
such as trade organizations

Third Party Certifications:


no direct or in-direct ties
to any interested parties

SERA ARCHITECTS INC. 2008 © Achieving the New Look of Green


COMMON THIRD PARTY
CERTIFICATION LABELS:

SERA ARCHITECTS INC. 2008 © Achieving the New Look of Green


SERA ARCHITECTS INC. 2008 © Achieving the New Look of Green
FILTERS FOR DECISION MAKING

LOOKING BEYOND THE ENVIRONMENT:


THE NATURAL STEP
• Environmental impacts

• Social Impacts

• Economic impacts

SERA ARCHITECTS INC. 2008 © Achieving the New Look of Green


DIGGING DEEPER: LIFE CYCLE ANALYSIS

Extraction Manufacturing Transportation

End of Life Product Assembly

SERA ARCHITECTS INC. 2008 © Achieving the New Look of Green


THE PHAROS PROJECT

The Nutrition Label:

• Comprehensive

• Transparent

• Consumer Driven

www.pharosproject.net

SERA ARCHITECTS INC. 2008 © Achieving the New Look of Green


THE PHAROS PROJECT

The Lens:

• Health and Pollution

• Social and Community

• Environmental Aspects

www.pharosproject.net
SERA ARCHITECTS INC. 2008 © Achieving the New Look of Green
SERA ARCHITECTS INC. 2008 © Achieving the New Look of Green
UNDERSTANDING COSTS

Case Study: Courtyard by Marriott Portland City Center, Portland, OR - LEED Gold Target Opening Spring 2009
Values specific to the Pacific NW

Soft Costs
Incentive Registration $ 1,822
LEED Registration Fee $ 6,820
Commissioning $ 90,000
Energy model $ 23,850
LEED credit calculation $ 43,000
LEED process management $ 50,400
Total Soft Costs $ 215,892

SERA ARCHITECTS INC. 2008 © Achieving the New Look of Green


UNDERSTANDING COSTS

Case Study: Courtyard by Marriott Portland City Center, Portland, OR - LEED Gold Target Opening Spring 2009
Values specific to the Pacific NW

Soft Costs
Incentive Registration $ 1,822
LEED Registration Fee $ 6,820
Commissioning $ 90,000
Energy model $ 23,850
LEED credit calculation $ 43,000
LEED process management $ 50,400
Total Soft Costs $ 215,892

Hard Cost Premiums above typical to achieve sustainability goals


Sustainable Sites $ 2,400
Water Efficiency $ 16,240
Energy & Atmosphere $ 184,800
Materials & Resources $ 0
Indoor Environmental Quality $ 46,610
Innovation & Design $ 4,000
Total Premiums $ 254,041

Soft & Hard Cost Premium 1.2% of cons. $ 469,933

SERA ARCHITECTS INC. 2008 © Achieving the New Look of Green


UNDERSTANDING COSTS

Case Study: Courtyard by Marriott Portland City Center, Portland, OR - LEED Gold Target Opening Spring 2009
Values specific to the Pacific NW

Soft Costs Incentives


Incentive Registration $ 1,822 State Grant Incentives $ 57,686
LEED Registration Fee $ 6,820 State Tax Credit Incentives (pass through) $ 189,120
Commissioning $ 90,000 Reduced City Development Charges $ 124,176
Energy model $ 23,850 Total Incentives $ 371,522
LEED credit calculation $ 43,000
LEED process management $ 50,400 Costs Premium Less Incentives $ 98,411
Total Soft Costs $ 215,892 0.25% of construction

Hard Cost Premiums above typical to achieve sustainability goals


Sustainable Sites $ 2,400
Water Efficiency $ 16,240
Energy & Atmosphere $ 184,800
Materials & Resources $ 0
Indoor Environmental Quality $ 46,610
Innovation & Design $ 4,000
Total Premiums $ 254,041

Soft & Hard Cost Premium 1.2% of cons. $ 469,933

Nationwide Resource for Incentives: Database of Incentives for Renewables & Efficiency www.dsireusa.org

SERA ARCHITECTS INC. 2008 © Achieving the New Look of Green


UNDERSTANDING COSTS

Case Study: Courtyard by Marriott Portland City Center, Portland, OR - LEED Gold Target Opening Spring 2009
Values specific to the Pacific NW

Soft Costs Incentives


Incentive Registration $ 1,822 State Grant Incentives $ 57,686
LEED Registration Fee $ 6,820 State Tax Credit Incentives (pass through) $ 189,120
Commissioning $ 90,000 Reduced City Development Charges $ 124,176
Energy model $ 23,850 Total Incentives $ 371,522
LEED credit calculation $ 43,000
LEED process management $ 50,400 Costs Premium Less Incentives $ 98,411
Total Soft Costs $ 215,892 0.25% of construction

Hard Cost Premiums above typical to achieve sustainability goals Utility Cost Pay Backs & Operating Expenses
Sustainable Sites $ 2,400 Energy Cost Savings per year $ 58,035
Water Efficiency $ 16,240 Water & Sewage Cost Savings per year $ 5,880
Energy & Atmosphere $ 184,800 Additional Ops Costs per year $ 800
Materials & Resources $ 0 Green Power & cost per year (2yrs) $ 8,360
Indoor Environmental Quality $ 46,610 Fuel Efficient Vehicle cost per year (2yrs) $ 2,400
Innovation & Design $ 4,000 ROI per years 1&2 $ 52,355
Total Premiums $ 254,041 ROI per year 3 > $ 63,115
TOTAL ROI 10 years $ 617,653
Soft & Hard Cost Premium 1.2% of cons. $ 469,933 Pay Back Period to Cover Premium 18 Months

Nationwide Resource for Incentives: Database of Incentives for Renewables & Efficiency www.dsireusa.org

SERA ARCHITECTS INC. 2008 © Achieving the New Look of Green


RESOURCES
www.serapdx.com/documents.php

SERA ARCHITECTS INC. 2008 © Achieving the New Look of Green


FUTURE OF GREEN HOSPITALITY

SHADES OF GREEN

SERA ARCHITECTS INC. 2008 © Achieving the New Look of Green


FUTURE OF GREEN HOSPITALITY

SHADES OF GREEN

SERA ARCHITECTS INC. 2008 © Achieving the New Look of Green


FUTURE OF GREEN HOSPITALITY

SHADES OF GREEN

SERA ARCHITECTS INC. 2008 © Achieving the New Look of Green


FUTURE OF GREEN HOSPITALITY

SHADES OF GREEN

SERA ARCHITECTS INC. 2008 © Achieving the New Look of Green


THE LIVING BUILDING
The metaphor of the flower…

• Harvests all its own energy and water

• Adapted to climate and site

• Operates pollution free

• Promotes health and well-being

• Comprised of Integrated Systems

• Is Beautiful

SERA ARCHITECTS INC. 2008 © Achieving the New Look of Green


THE LIVING BUILDING

SERA ARCHITECTS INC. 2008 © Achieving the New Look of Green


FUTURE OF GREEN HOSPITALITY

2030 CHALLENGE
A global initiative stating that all new
buildings and major renovations
reduce their fossil-fuel consumption
by 50% by 2010, incrementally
increasing the reduction for new
buildings to carbon neutral by 2030.

Working to implement its targets…


American Institute of Architects (AIA)
US Conference of Mayors
US Green Building Council (LEED)
Environmental Protection Agency (EPA)
American Society of Heating, Refrigeration
and Air-Conditioning Engineers (ASHRAE)

SERA ARCHITECTS INC. 2008 © Achieving the New Look of Green


FUTURE OF GREEN HOSPITALITY

GUESTROOM
STOCK
CURRENT 4.4 million

SERA ARCHITECTS INC. 2008 © Achieving the New Look of Green


FUTURE OF GREEN HOSPITALITY

GUESTROOM
STOCK
4.4 million
2030

DEMOLISHED

SERA ARCHITECTS INC. 2008 © Achieving the New Look of Green


FUTURE OF GREEN HOSPITALITY

GUESTROOM
STOCK
2030
3.5 million

0.9 million

RENOVATED

SERA ARCHITECTS INC. 2008 © Achieving the New Look of Green


FUTURE OF GREEN HOSPITALITY

GUESTROOM 7.0 million

STOCK
2030

3.5 million

0.9 million

NEW CONSTRUCTION

SERA ARCHITECTS INC. 2008 © Achieving the New Look of Green


QUESTION & ANSWER

Lisa Zangerle, Senior Interior Designer, LEED AP, Associate


SERA Architects

Gary Golla, Architect, LEED AP, Associate


SERA Architects

SERA ARCHITECTS INC. 2008 © Achieving the New Look of Green

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