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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.
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
Vancouver Hilton LEED Certified The Inn and Conference Gaia Hotel LEED GOLD
Center University of Maryland LEED Certified
URBN Hotel, Shanghai, Recycled materials The Plazzo, LEED Silver City Center LEED Silver Target
.com
• Building Orientation
• Daylighting
• Ventilation
• Rainfall
OPPORTUNITIES
ENERGY MODEL
Analysis of a building’s
energy consumption.
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
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
LEED
ENERGY STAR
GREEN SEAL
EARTH ADVANTAGE
GREEN COMMUNITIES
FROM: WWW.CASCADIAGBC.ORG
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.
• Social Impacts
• Economic impacts
• Comprehensive
• Transparent
• Consumer Driven
www.pharosproject.net
The Lens:
• 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
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
Case Study: Courtyard by Marriott Portland City Center, Portland, OR - LEED Gold Target Opening Spring 2009
Values specific to the Pacific NW
Nationwide Resource for Incentives: Database of Incentives for Renewables & Efficiency www.dsireusa.org
Case Study: Courtyard by Marriott Portland City Center, Portland, OR - LEED Gold Target Opening Spring 2009
Values specific to the Pacific NW
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
SHADES OF GREEN
SHADES OF GREEN
SHADES OF GREEN
SHADES OF GREEN
• Is Beautiful
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.
GUESTROOM
STOCK
CURRENT 4.4 million
GUESTROOM
STOCK
4.4 million
2030
DEMOLISHED
GUESTROOM
STOCK
2030
3.5 million
0.9 million
RENOVATED
STOCK
2030
3.5 million
0.9 million
NEW CONSTRUCTION