Guideline / Rating Program for Environmentally Innovative Roofing Systems A Major Initiative to Transform the Roofing Industry and Establish a Successful Business Model Prepared for: The Center for Environmental Innovation in Roofing Research Committee June 3, 2009 Private and Confidential For review and use by CEIR Members & Staff Only
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Guideline / Rating Program for Environmentally Innovative Roofing Systems A Major Initiative to Transform the Roofing Industry and Establish a Successful.
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Guideline / Rating Program forEnvironmentally Innovative Roofing Systems
A Major Initiative to Transform the Roofing Industry and Establish a
Successful Business Model
Prepared for: The Center for Environmental Innovation in Roofing
Research CommitteeJune 3, 2009
Private and ConfidentialFor review and use by CEIR Members & Staff Only
Environmentally Innovative Roofing Standards
Agenda• Background. Green Building Guidelines and Rating
Systems: What We Can Learn.
• CEIR Board Mandate. Objectives, Strategies, Timetable
• Going Forward: Task Group Organization, Decision / Approval Process
• “Straw Model” Initial Review & Comment
Background
How Guidelines Evolve
1. Group Develops Guideline to Address an Issue
Guideline Gains Public Interest
2. Group Initiates Programs to Explain & Promote Guideline
3. Guideline Process Expanded to Increase Interest & Address Opposition
Guideline Gains Increased Public Recognition
4. Guideline may become a Standard (Usually More Complex)
Guideline Encounters Questions & Opposition
5. Educational Programs Expanded To Meet Growing Public Need
6. Accreditation Programs Introduced to Verify Expertise
GUIDELINE
STANDARD
Certificate
Guideline
Enhanced Guideline or Standard
Training
Accreditation
Ongoing Business Model Established
Background
Popular Green Building Rating Systems
• LEED™ for Buildings– Developed by US Green Building Council (USGBC)– Performance standard for a variety of non-residential buildings– Started as an internal guideline in 1998, but is evolving to a more formal consensus
process– Now linked to an accreditation program for “LEED-AP” accredited professionals
• Green Globes– Developed by the Green Building Institute (GBI)– Performance standard for a variety of non-residential buildings – First rating body accredited as a Standards Developing Organization (SDO) by the
American National Standards Institute (ANSI)
• National Green Building Standard™– Developed by National Association of Homebuilders– Performance standard for residential buildings– Started as a guideline in 2007, but became an ANSI standard in 2009– Soon to be linked to a practice standard and certification program for accredited “Green
Building Verifiers” and certified “Green Building Professionals”
Green Building Rating Systems:
The USGBC / GBI / NAHB Model• Offer a useful product …
– Recognition for building green– Increased asset value– Simplified procurement process– Assurance that product is truly green (no “greenwashing’)
• Delivered by a recognized professional …– Who can educate the customer– Who can provide choices for the customer– Who can adapt the standard to the specific project– Who can verify the standard has been achieved
• Under a recognized and reputable brand– Increases public exposure– Supports long-term revenue stream
• Start with an in-house guideline to assure technical ownership and accelerate process
• Invest in initial branding to assure market ownership• Recruit strategic partners to share in the program
investment and assure business success– Standards developers – Training providers– Third-party certifiers
Green Building Rating Systems:
The USGBC / GBI / NAHB Strategy
• Develop an Environmentally Innovative Roofing Guideline / Rating System that builds value for the Center, its members, and their customers.
– The Center: Recognized system “owner”
– Our Members: Accredited system “users”
– Their Customers: Reputable assurance of “going green”
In order to achieve this objective, resources and timing will be critical
• Develop an Environmentally Innovative Roofing Guideline similar to USGBC, GBI and NAHB standards
– Start with low-slope roofing systems, which are inadequately represented within LEED and Green Globes ands which offer the broadest energy and environmental potential
• Concurrently develop a branding strategy to build long-term recognition and value for the guideline
• Start to build public awareness for the guideline and the brand as quickly as possible
• Identify and recruit key partners to strengthen the guideline and possibly transform it into a formal standard– Standards developer to convert guideline into a standard– Training / accreditation resources to support the standard
– Guideline Task Group• 6-8 of our most knowledgeable members• Supported by Jim Hoff with possible assistance from external consultant• Goal: Develop a guideline that encompasses all the benefits of environmentally
innovative roofing in an easy-to-understand system
– Branding Task Group• 4-6 of our most creative members• Supported by Mary Mai with additional assistance from branding consultant• Goal: Develop a powerful brand for the roofing guideline, including name, tag
line, logo, etc.
– Business / Resource Task Group• 2-4 of our most industry-connected members• Supported by Craig Silvertooth• Goal: Lay out a long-term business plan, identify and recruit strategic partners,
First Draft for Board ReviewFinal Board ReviewFinal Draft for Publishing
Initial Brand ConceptFinal Board ReviewName, Tag Line, Logo
Initial Business ModelFinal Board ReviewPartners Recruited
Press ReleaseIRE Presentation
July, 2009November, 2009December, 2009
July, 2009September, 2009December, 2009
July, 2009September, 2009December, 2009
January, 2010February, 2010
By the start of 2010, the green roofing guideline is ready for public promotion, and the key partners are identified and committed to the development of a powerful training & accreditation program.
• The guideline must emphasize all the ways modern roofing systems contribute to the environment
• The guideline must emphasize the importance of energy – both saving energy and producing new energy - in meeting environmental goals
• The guideline must emphasize the importance of durability in achieving long-term sustainability
• Assume most roofing materials have relatively low direct influence on many environmental impact categories (e.g. Toxicity, Acidification, Eutrification, Ozone Depletion)
• Use energy / global warming potential in CO2 equivalents as the primary weighting measure
– Embodied Energy: Initial Energy to Produce & Install
– Energy Produced on the Rooftop
– Energy Saved During Building Operation (Efficiency)
– Energy Saved By Extending Life Cycle / Re-Use / Recycling
• Add other impacts not adequately addressed by energy measures
– Solid waste impacts
– Clean water impacts
– Ground level ozone impacts
– Extra weighting for special local / regional situations
High R Roofs (1)Cool Roofs (1)Best Practice (1)Solar Energy(2)Daylighting(3)
$1603010
10020
--------$320
50%10%
3%31%
6%------
100%
Comparative Energy / Green House Gas Reduction Values(Thousands of 2008 Dollars / 4 Billion Sq. Ft. Roofs)
1. From CEIR Roof Energy Savings Study2. Assumes 1watt average solar power production during daylight hours per square foot of suitable roof surface (4 billion square feet
total roof surface X 25% suitable usage factor X 1 watt / square foot3. Assumes 0.5 watt average solar lighting production during daylight hours per square foot of suitable roof surface (4 billion square
feet total roof surface X 10% suitable usage factor X 0.5 watt / square foot)
Notes:
Operating energy accounts for over 85% of total energy usage in buildings