dare greatly.

2008
conference guide

the premier conference+expo on green innovation

 welcome
If you are holding this conference guide today, I congratulate you for being a part of a groundswell of hope and positive change.
It is a privilege to be here with you at this time of greatest opportunity. Together, we represent a growing human network dedicated to ingenious
and inspired solutions.

Our conference is designed to be a reflection of the enormous potential within each of us and to provide groundbreaking solutions coupled with
August 18, 2008 fuel for the human spirit. We recognize that innovation is the foundation on which all future forward ideas must be built. To underscore its impor-
tance, we are here together in the heart of innovation – Silicon Valley – the birthplace of the technological revolution that has forever changed
our world. This revolution is the externalization of an inner truth: that we are undeniably connected as one planet and one people. Therefore, it
is only fitting that we gather here to celebrate human inventiveness, knowing that there is infinite power in innovation and right action.
Dear Friends,
I stand humbly before you, connected to and cognizant of all who have dared to think differently, taken the other path and in doing so did noth-
ing short of change our world for the better. I offer you this challenge … to dare greatly! For in doing so, we truly become the people that we
have been waiting for.
As Mayor of the City of San Jose, it is my pleasure to welcome you to the third annual West
Coast Green conference and expo. San Jose is pleased to host the world’s largest conference
With tremendous gratitude and respect,
focused on green building, business, and design.

West Coast Green has connected tens of thousands of architects, businesses, builders,
Christi Graham
investors, and homeowners in an effort to promote green innovation and sustainable living. Founder & President
This year, West Coast Green will have keynote addresses from accomplished environmentalists West Coast Green
including former Vice-President Al Gore, and authors Sarah Susanka and David Suzuki.

As the Capital of Silicon Valley, San Jose is quickly emerging as the Center for Clean Tech

team
Innovation with the world’s leading solar companies and the new Underwriters Laboratories’

1
Solar Testing Facility, the largest of its kind in North America. We have also embarked on a
bold journey with our own environmental efforts. San Jose’s Green Vision encourages the use
of solar and other renewable energy resources as well as calling for the retrofitting and building Shelby Austin Chloe Byruck Celia Canfield John Dunnihoo Nick Foti Mary Ann Gallagher
of green buildings, reducing our electrical usage as a city by 50%, and receiving all of our Marketing Intern Marketing &
Sponsorship Pioneer
Development
Director
Exhibits Sales IT Manager Conference Design
Director
electrical power from renewable resources.

west coast green

I would like to extend my appreciation to West Coast Green for their continued leadership in
promoting environmental innovations and connecting individuals in beneficial partnerships. I
wish everyone a pleasant and productive time in San Jose.
Melanie Herring Alan Hirschbein Karen Jackson Linda Lebovics Lisa Littell Genevieve Logan
Sincerely, Communications
Director
Corporate
Sponsorship
Program Director
& Chief Innovation
Finance Director Communications
Coordinator
Program
Manager
Sales Director Officer

Chuck Reed
Mayor

Joni Moss Juiiet Osman Alice Phillips Lauren Ramsey Jonathan Reese Monica Renner
Exhibits Manager Production Conference Design Marketing Exhibits Director Office Manager
Coordinator Coordinator Coordinator

Michelle Shaw Jennifer Thomson Theresa Turner Birgit Wick Cameron Wilson Jeff Zienowicz
Production Director Marketing Director Vice President Creative Director, Exhibits Intern Information Architect
& Curator of Wick Design Studio
Special Exhibits

IT’S A SCIENTIFIC FACT;
LESS MONEY ON ENERGY BILLS
MEANS MORE MONEY FOR ICE CREAM.
A PROGRAM OF BUI LD IT GR E E N
table of contents
table of contents
Schedule At-a-Glance 5
Special Events & Experiences 6
Keynotes At-a-Glance 9
Sponsors & Partners 10
Acknowledgements 15
Greening the Event 17
Presentations At-a-Glance 18
Book Signings 25
Educational Tracks & Advisors 26
3
Continuing Education Credits 27
Thursday Educational Sessions 29
enjoy
Friday Educational Sessions 38
Saturday Educational Sessions 50
Helpful Information 61
Floor Plans 64
come &
If you’re thinking about a new home or remodeling, think GreenPoint Rated.
GreenPoint Rated is an independent green building rating system that means your home or
remodeling job meets proven standards for energy efficiency, resource conservation, indoor air
quality, and other green building criteria. Be sure to ask your realtor or contractor about GreenPoint
Rated. You’ll not only protect the environment and make your home more comfortable,
you could save money on utility bills. Leaving more money for the tastier things in life.
To learn more, please visit www.GreenPointRated.org.
 schedule at-a-glance

schedule at a glance
24
Wednesday Pre-conference
7:00AM Registration Opens
8:00 – 5:00PM Pre-Conference Workshops
7:00 Registration Closes

thursday conference opens

7:00AM Registration Opens
8:00 – 9:00 Networking Cafes
9:00 Tradeshow Floor & Showhouse Open

25
9:30 – 11:30 Opening Keynote
12:00 – 1:30PM Conversation Forums & Lunch
1:30 – 2:30 Educational Sessions
3:00 – 4:00 Educational Sessions
4:30 – 6:30 Interactive Workshops

connect
6:00 Tradeshow Floor & Showhouse Close
7:00 – 9:30 Meet Up-Dine Out Group Dinners

5
friday
7:00AM Registration Opens
8:00 – 9:00 Networking Cafes

26
9:00 Tradeshow Floor & Showhouse Open
9:30 – 11:30 Opening Keynote
12:00 – 1:30PM Conversation Forums & Lunch
1:30 – 2:30 Educational Sessions
3:00 – 4:00 Educational Sessions
4:30 – 6:30 Interactive Workshops
6:00 Tradeshow Floor & Showhouse Close
6:30 – 9:30 PDX Lounge Pub Crawl

saturday
7:00AM Registration Opens

learn &
8:00 – 9:00 Networking Cafes

27
9:00 Tradeshow Floor & Showhouse Open
9:30 – 11:30 Opening Keynote
12:00 – 1:30PM Conversation Forums & Lunch
1:30 – 2:30 Educational Sessions
3:00 – 4:00 Educational Sessions
4:30 – 6:30 Interactive Workshops
6:00 Tradeshow Floor & Showhouse Close
Goodbyes!
 events & Experiences

highlights of
interactive experiences special events at a glance
facilitated networking cafes DAILY 8:00-9:00am
You are the pivotal element in thursday friday
creating West Coast Green. The people who need you will be here – and the people you need will as well! This 8:00- Networking Cafés 8:00- Networking Cafés
To that end, we are dedicated is the most effective, efficient and easy place to meet your next business partner or
9:00AM Please refer to description on facing page 9:00AM Please refer to description on facing page
collaborator. We’ll send you home with pockets full of business cards! Please see
to providing you with numerous Topics & Locations: Topics & Locations:
Presentations At-A-Glance on page 18 and Special Events At-A-Glance for topics
West Coast Green Newbie Orientation & Business, Sales & Marketing: San Carlos
opportunities to create an and room locations.
Networking: San Carlos Water & Landscaping: Santa Clara
experience that is unforgettable. West Coast Green Alumni Orientation & Designers of All Kinds: Room F
conversation forumS DAILY 12:00-1:00pm Networking: Santa Clara
And what makes a conference
Tribal Members Networking & Orientation: Room F
experience valuable are Bring your lunch to one of these engaging networking events. Join a table hosted by
meaningful connections and ideas one of our faculty to engage in a topical conversation guided by an appetizer, a main 12:00- Expert Hosted Conversation Forums 12:00- Expert Hosted Conversation Forums
that take root as sustained action. course and a desert question. This is your chance to dig deep into content through 1:00PM See presentations on page 18 for Expert Host Names 1:00PM See presentations on page 18 for Expert Host Names
intimate conversation while networking with industry leaders and peers. Please see Topics & Locations: Topics & Locations:
So, we invite you to dive in! ­Presentations At-A-Glance and Events At-A-Glance for topics and room locations. Transforming Business and Spreading the Word: Innovative & Regenerative Design: San Carlos
San Carlos Government & Policy Making: Santa Clara
garden & gallery Happy Hours almaden concourse 3:00-6:30pm Zero & Renewable Energy – Zero Emissions: Academic Luncheon: Room F
Santa Clara
Grab a glass of organic bubbly on us! Cut loose, laugh about the craziness of the Eco Communities, Eco Developments: Room F
day and meet the artists who have brought you the phenomenal displays that grace 12:15- 12:15-
The EPA’s Lifecycle Building Urban Revision Awards Ceremony
the halls of the conference venue while sipping on delicious, organic beers and wines.
1:00PM Challenge Awards 1:00PM Location: Concourse 2
You’ll have to fight the West Coast Green staff at the front of the line.
Location: Concourse 3, Arcade View entries to this competition and experience the
Explore the gallery of final entries and hear observations bestowing of the final award to the finalist of Re:construct
action hub  room f from this contest that was conceived of and created at – Urban Re:Vison’s visionary
West Coast Green ’06! The best and the brightest have contest of 2008. Sustainable materials
Creation flourishes here. If you want to bring your hot idea to life, grow your busi- contributed their ideas on how to dismantle and re-use and building practices are included in an

7
6

ness, take an existing network to a new level, or bring a new group alive you will every part of the built environment. entirely re-imagined city block! W W W. U RBA N RE VI SI O N . C O M

find consultants, investors, movers and shakers, academics, facilitators and experi-
enced coaches in the Action Hub. You can’t be too big for the Action Hub. Details 3:30- Garden & Gallery Happy Hour: 12:00- Design e2 Film and Q&A
can be found within the education session descriptions. 6:30PM Meet The Artist! 12:45PM Location: Demo Stage
Location: Almaden Concourse Brought to you by Autodesk e2 is an ongoing PBS series
nap Room  university 12:00-5:00pm Meet the artists who have brought you the phenomenal about the economies of being ecologically conscious with
displays that grace the halls of the venue as you sip on a combination of policy, technology and ingenuity from
One of our signature spaces, we are pleased to provide you with this space for relax- delicious, organic beers and wines. energy consumption to building efficiency. It chronicles
ation and renewal with soft music, soft lights and an array of therapies. The Optimum Feature Artist: Kris Borchardt is a San Francisco- global efforts to solve pressing ecological challenges.
“When we unite for Vitality Team will offer you Alkalized Ionized Water to hydrate, E3Live Blue Green based self-taught sculptor and furniture designer who
works primarily with recycled materials and remainder
a moral purpose Algae, nutritional advice from raw food chef Elaina Love, and short Ayureveda Face
steel. Visit her at: www.kbsculpture.com
connect up

Massage, Reiki, Reflexology, Far Infrared treatments and Guided Meditation.

that is manifestly 7:00- 3:30-
Meet Up-Dine Out Group Dinners Garden & Gallery Happy Hour
good and true, the innovatIon pipeline tradeshow floor 9:30PM Location: Select local restaurants 6:30PM Location: Almaden Concourse
spiritual energy A group dining event that puts individuals together by NCFI Polyurethanes will proudly host this afternoon’s
released can Launching this year as our signature, curated exhibit, this space showcases tech- virtue of their interests or desire to meet new people. event! Please come by to share organic beer and wine
nological products and services coming to market or in development. Visit this Add your name to the dining list that appeals to you at with fellow West Coast Green attendees and the wonder-
transform us.” incredible “Exploratorium” like exhibit and experience more than fifty revolutionary the West Coast Green Info Booth in Concourse 2. It’s a ful NCFI staff.
and resource-efficient products. These fresh, progressive innovations are solution- valuable opportunity to meet new people and compare
based and give a glimpse of a future with a limited footprint. ideas. Dare greatly … sign up now!
—Al Gore,
Nobel Acceptance 6:30- PDX Lounge Pub Crawl
E
galleries 9:30PM Location: See map to the left
Speech 2007
This is the big party you have been waiting for! PDX
network &

Throughout the lobbies of the Convention Center you will discover galleries of
photography, interactive art, and poster presentations including poster displays Lounge invites you to celebrate with the best of Oregon’s
from the EPA’s Lifecycle Building Challenge and Urban Re:Vision’s Re:Constuct. sustainable development community. The PDX Lounge Pub
Crawl is the place to network and reinvent the future.
Feature Artist: Kris Borchardt is a San Francisco-based self-taught sculptor and Join us at any one of our great locations: O’Flaherty’s
furniture designer who works primarily with recycled materials and remainder steel. Irish Pub, Dive Bar, A Perfect Finish and Fahrenheit Ultra
Visit her in the Almaden Concourse and at: www.kbsculpture.com Lounge to experience both the industry’s community and
Feature Artist: Karn Knutson creates artwork as an observer of people in the San Jose’s culture.
world around her and the characters that live in her head. Visit her in the Almaden
Concourse and at: www.greenfacedgirl.com
 keynotes at a glance

special events opening keynotes

at a glance (continued) at a glance
Saturday Sunday Thursday 9:30AM – 11:30AM  J Hall
8:00- Networking Cafés
9:00AM Please see description on page 6
Topics & Locations:
Students, Green Jobs & Non-Profits: San Carlos
Affordable Housing: Santa Clara
Remodelers & Builders: Room F

12:00- Expert Hosted Conversation Forums
1:00PM See presentations on page 18 for Expert Host Names
Topics & Locations:
Innovative Practices & Products: Santa Clara
Tribal Summit (For Tribal Members, Developers
and Policy Makers): San Carlos
Masters of Green Building: Room F
12:00- The Green Dragon Documentary
Film and Q&A
1:00PM
See details under “Highlights of Interactive Experiences”
Location: Almaden Ballroom
Within the last few years, China’s central government
has created a wave of new policies to drive energy
efficiency in buildings. More than half the world’s
construction is due to take place in China over the
next decade. Is China set to embrace the global Green
John Knott Chris Jordan Chuck Reed
Founder & CEO, Photographic Artist Mayor, San Jose
The Noisette Company, LLC An internationally acclaimed photographic A leader among leaders, Mr. Reed
Dedicated to mapping and addressing artist and activist, Chris’ work brings to life launched the City’s Green vision in 2007.
the systems that support Economic the statistics of US Consumption. He allows His ambitious 15 year plan includes goals
10:00AM- Build It Green Home Tour Development in communities, John’s us to visualize mind blowing amounts of that include the development of San Jose
Don’t miss this green home tour produced by work has positioned him as the nation’s information and imagine the impact of the as a center for Green Jobs, Clean Tech,
5:00PM
our partner Build It Green in San Mateo and most accomplished visionary for “stuff” that fills our everyday lives. while Green Building and sourcing all elec-
Santa Clara Counties! Attend this self-guided tour community development. trical power from clean, renewable sources.
showcasing 14 green homes! See houses that
look great, save money and are easier on the
environment. Speak with homeowners, builders
and designers about the materials, installation dos Friday 9:30AM – 11:30AM  J Hall
and don’ts, and lessons learned.
You can purchase a guidebook
online at www.builditgreen.org

9
8

Building movement, or even leapfrog the rest of the

world in terms what that really means? or at Build It Green’s Booth #150

3:30- Garden & Gallery Happy Hour:

6:30PM Meet The Artist!
Location: Almaden Concourse Sarah Susanka David Suzuki Hunter Lovins
Meet the artists who have brought you the phenomenal Author, The Not So Big House series & Author & TV Host, The Nature of Things, Founder & President,
displays that grace the halls of the venue as you sip on The Not So Big Life, Susanka Studios David Suzuki Foundation Natural Capitalism Solutions
delicious, organic beers and wines. A bestselling author, architect and By partnering his deep understanding of An international consultant,
Feature Artist: Karn Knutson creates artwork as cultural visionary whose “build better, ecology with mass media outlets, David professor and author on enhancing
an observer of people in the world around her and not bigger” approach to residential has raise public consciousness around business value while practicing
the characters that live in her head. Visit her in the architecture is the leader of a movement environmental issues and galvanized efforts environmental sustainability,
Almaden Concourse and at: www.greenfacedgirl.com that is redefining the American home. to preserve and protect our natural world. Hunter paved the road for much
Sarah’s “Not So Big” philosophy has of what we now call “Green Business”.
sparked an international dialogue.

“It is not the critic who counts; nor the man who points out how the strong man
Saturday 9:30AM – 11:30AM  Civic Auditorium
stumbled, or where the doer of deeds could have done better. The credit belongs
to the man who is actually in the arena; whose face is marred by dust and sweat
and blood; who strives valiantly; who errs and comes short again and again
because there is no effort without error and shortcomings; who knows the great
enthusiasms, the great devotions; who spends himself in a worthy cause; who at
Al Gore Jerry Brown
best knows in the end, the triumph of high achievement; and who at worst, if he Vice President & Nobel Peace Prize Laureate Attorney General, State of California
fails, at least fails while daring greatly; so that his place shall never be Cofounder of Generation Investment Management, a firm that Mr. Brown served as California’s Governor between 1975
is focused on a new approach to Sustainable Investing and and 1983. He is best known for his pioneering work
with those cold and timid souls who know neither victory nor defeat.” numerous other global initiatives, Al’s current efforts focus on in making California a leader in energy efficiency and
financial, human and natural resource distribution models that renewable energy. Brown successfully sponsored a 55%
—theodore roosevelt
will provide us with an abundant future. solar tax credit and promoted the nation’s first appliance
and building efficiency standards.
 sponsors & partners

We are EXTREMELY grateful for the support these distinguished companies contributing Sponsors
and organizations have provided to help create West Coast Green.

platinum Sponsors

OREGON
David Twelker
(408) 266-7500 Office
(408) 266-7100 Fax
(408) 396-1090 Cell
David@EcoWaveLLC.com

ELT Easy GreenTM

Sustainable Product Distrubutors

www.EcoWaveLLC.com
Living Wall and Green Roofs Systems

educational partners

gold Sponsors

11
10

The Grove Consultants International

helps people Visualize Change...
—by facilitating future-oriented processes,
—by teaching people to create and align around common
solutions and change strategies, and
—by providing tools, training and support for collaboration.

The Grove celebrates the work and achievements

Biomimicry of West Coast Green and all the dedicated
people and organizations that collaborate to
create a healthy, vibrant and sustainable world.
silver Sponsors major partners
 ®Registered trademark//TM Trademark of Whirlpool, U.S.A., KitchenAid, U.S.A. Jenn-Air, U.S.A. or Maytag Corporation or its related companies. ©2008. All rights reserved. ® Energy Star is a U.S. registered mark.
media partners
! -:ËËËVËËË8
0 -ËËËVËËË!##-Ë
-Ë,2
0:

WORKING TOGETHER
TO MAKE A SUSTAINABLE
DIFFERENCE.

TM
12

outreach partners

East Bay
A Chapter of
The American
Institute of Architects

In a world telling you to “Build green!” Whirlpool Corporation has a fresher, more supportive approach.
Join us in leading the way, starting with our sustainable home appliance solutions that save energy,
conserve water and support clean, healthy indoor air.
From kitchen, to laundry, to HVAC and beyond, no one offers you more appliances that are
ENERGY STAR® qualified. Or more ways to partner with education, resources and programs designed to
make green building practical—and sustainable thinking second nature.
Insideadvantage.com. 1.800.253.3977.
 Acknowledgements
dare greatly.
A Heartfelt Special Thank You to the following…
Scott Bader – his consistent kindness and warmth inspires us all
Myan Baker – for adding a layer of intelligence and cohesion to our program
Linda Baysari – for lending her experience to our vision
Panama Bartholomy – for his generosity, intelligence and good humor – always
Paul Cooperstein – for integrating the pieces of the whole
Eric Corey Freed’s baby – for distracting her dad from getting into trouble
Ian Bryan and Amy Senn – for laying the groundwork for our stellar PR strategy
Sean Dunn of Groove 11 – for helping us articulate our brand
Stacey Frost of Urban Re:Vision – for intelligently designing projects of social engagement
Butch Gaudette of Whirpool – for his commitment to affecting positive change
Lee Glickstein of Speaking Circles International – for sourcing our connections
Kathleen Gilligan and Rex Northern of CCTO – for lending their vast knowledge of Clean Tech
Marta Graham – for being the most adorable and powerful source of it all
Michael Jackson (not the singer) – for having the vision to raise Karen Jackson
Zem Joaquin & Emilie Cowan – for adding passion and skill to everything they touch
David Johnston – for being such a strong and heartfelt shoulder to lean on
Cael Kendall – for jumping in to hold our team to their highest potential
Lorraine Kinnamon – you move us!
Andy Mannle – for his many sleepless nights that were spent crafting this year’s program
Heidi McGuire and the Groove 11 Team – for managing the logistics of making magic
Clare Munn of The Communication Group – for enlivening our vision to expand access to our educational program through Web 2.0
Spencer and Sadie Littell – for being an on-the-ground wellspring of life for their Mom…and us all
Steve Moran-Cassese – for filling our spirits with light and possibility
Bill Sandherr and Anah Corley of Stetson Convention Services – for being the greenest general service provider in the country
James Seligman – for generously and brilliantly helping us tell our story
Jennifer Seguin of the City of San Jose – for bringing us to your City

you
Anita Sharpe – for consistent support of our highest purpose
Rachel Sheinbein – for choreographed connections
Donald Simon of Wendel, Rosen, Black & Dean – for being a world class visionary
Jonathan Solomon – for the vast knowledge he provides to the development of our company

15
14

Sarah Susanka – for providing the West Coast Green team with the confidence to stay in our hearts and live our truth
The City of San Jose – for being the home for our vision to come forward in 2008
Chris Waugh of IDEO – for indulging in the monstrous creative process of producing WCG

All our fabulous volunteers – for being the glue that holds the experience together

The West Coast Green Advisory Board

where green communication takes off
call 415.383.0380 browse wickdesignstudio.com
thank
Panama Bartholomy, Advisor to Commissioner Karen Douglas, California Energy Commission
Rich Chien, Residential Green Building Coordinator, San Francisco Department of the Environment
Deborah Coburn, Founder & President, Naturally Inspired
Kevin Danaher, Co-Founder, Global Exchange
Jon Dougal, CEO, Innovative Buildings Material, Intl.
Eric Corey Freed, Architect, LEED AP, Principal, Organic Architect
Gary Gerber, President, Sun light & Power Co.
Brian Gitt, Executive Director, Build it Green
Timonie Hood, Green Building Coordinator,EPA-Region 9
Marian Keeler, Green Building Consultant & Writer
Mark Laliberte, Building Science Specialist and Trainer, Building Knowledge Inc.
Miriam Landman, Principal, M. Landman Communications & Consulting
Mark Palmer, Green Building Coordinator, City and County of San Francisco
Joanie Parsons, President, Parson’s Public Relations

wickdesignstudio Marc Richmond, President, Practica Consulting

Donald Simon, Attorney, Wendell Rosen & Black
Cameron Sinclair, Co-founder, Architecture for Humanity
Jonathan Solomon, CFO, Solar Universe
Sarah Susanka, Author, The Not So Big series
Sim Van der Ryn, Author, Ecological Design Institute

We are proud to be the design agency for all West Coast Green collateral.
 greening the event

sprout
456%*0
&
("3%&/4
greening the event
The event business is second only to the construction industry in waste production. So you can
imagine the challenge to make a sizable event focused on the building industry such as ours, a carbon-neutral and zero-waste event.

For the past two years we have stepped up to this challenge with amazing results! West Coast Green 2006 and 2007 had a 96% Landfill
Diversion Rate! With the average conference producing 100–200 cubic yards of landfill waste in a matter of days, West Coast Green’s diver-
sion of 6 cubic yards of trash annually has event-goers across the country asking us how we did it.

So, here’s what we will be doing this year.

Our Show Decorator
We partnered with Stetson Convention Services,
America’s only green tradeshow contractor
and decorator to provide you with an environ-
mentally responsible event. From the ground
up Stetson is supporting West Coast Green’s
sustainability efforts by providing:
• 25–65% recycled content carpet that
corn product that is compostable and skirted
with our linen product that is used show after
show, for years. Additionally, our carpet con-
tains 25-65% recycled content, meets the
LEED certification standards and is reused
show after show to get maximum utilization.
Signage
Carbon Neutrality
To compensate for electricity usage at the
venue in 2006, 20 metric tons of carbon
dioxide was offset through the restoration
of temperate rainforests on Canada’s west
coast. To compensate for the environmen-
tal impact of our event’s 3,ooo pounds of
printed marketing material, we contracted
with Zerofootprint.net. In 2007 West Coast

be part of the change

meets LEED certification standards
• Recycled Synthetic Fiber Carpet Padding
• 100% Recyclable Visqueen Made of
50% Recycled Content
• Compostable Wastebasket Liners
• Compostable Polyethylene-free Table Each booth is furnished with a Booth ID sign
Top Coverings
It takes a lot of signage to help our attendees
find the places they want to be at our Con-
ference, so we have made sure that all of
the event signage is made with recyclable or
reusable materials.
printed on post-consumer recycled content
Green partnered with PG&E’s ClimateSmart
program to compensate for the electricity
usage at the venue. 30 metric tons of carbon
dioxide were offset through the ClimateSmart
program that invested the funds in conserv-
ing and restoring California ecosystems and
capturing methane gas from dairy farms. We
will combine the efforts of a partnership with

• Responsible & recyclable signage paper using soy or vegetable based inks,
substrates – avoiding the use of Foam
Core and Vinyl
• Natural Gas Powered Forklifts
Food and Beverage
So much of what most people consider waste,
almost 40%, is really food and food related
products, which can be processed and reused
as compost to grow more food. At West Coast
Green, food is served on biodegradable,
compostable food ware, so everything food
and food related can be used to replenish our
soils rather than taking up space in a landfill.
This means your forks, plates, cups, and
napkins can all go into compost! Please
help us recapture these resources by plac-
"
$0--"#03"5*7&
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"3$)*5&$563&

&/7*30/.&/5"-
%&4*(/
456%*0 ing your food items in the green compost
DSFBUF

JOTQJSF

DPMMBCPSBUF containers.
Floor & Table Coverings
Much of the waste typically generated at an
event like this comes from vinyl table covers
$SFBUJOH
JOTQJSJOH

VOJRVF

TVTUBJOBCMF
QMBDFT that produce toxins and pollutants when man- Resource Recovery
ufactured, cannot be reused, and then take up
space in a landfill. Tradeshow carpet, which
makes things light on your feet, is often thrown
away after only a few uses. Not for our event!
The alternative to vinyl table top covering is
1"*(&
."35*/





0MJWF
4USFFU



.JMM
7BMMFZ



$BMJGPSOJB  TQSPVUTUVEJPHBSEFOTDPN made using a polyethylene-free fermented
directional signage is printed on an environ-
mentally-friendly Foam-Core alternative with
soy or vegetable based inks making them
recyclable, and in some cases biodegradable.
Additionally, all banners are printed on Bio-
Flex ®, a land-fill biodegradable material.
Printed Materials
The program book in your hand, along with
all of our event collateral, is produced by our
local green printer who utilizes vegetable-
based inks and 100% recycled paper, so that
reclaimed and non-toxic materials are used
in lieu of virgin resources and toxic chemi-
cal processes. (By purchasing local, we also
reduced the distance these programs and
collateral had to be shipped.) To reduce
the amount of paper used in producing this
event, we produced an online, rather than
paper version of all exhibit materials.
• Place your leftover food, plates,
Resource Recovery (RR) Stations are placed
throughout the facility. Now this doesn’t sound
exciting…BUT…an anticipated 95% landfill
diversion is expected through this effort. Each
RR station will be hosted by a friendly, knowl-
edgeable volunteer ready to assist you with our
resource recovery.
17
a Carbon Offset organization and our own
Resource Recovery system to become carbon
neutral for 2008.
And Everythying Else
Part of the pleasure of producing a conference
is the opportunity to think through all of the
many ways in which we can continually step
up and make it as green as possible in every
single decision we make. There are many,
many more ways in which we’ve greened our
conference and our offices that are simply
too extensive to fit into this guide. We encour-
age you to visit westcoastgreen.com after our
event, to see the final results of our greening
endeavors.
How you can support us in
being Carbon Neutral!
• Place your bottles, cans and paper
that has not touched food in the
recycle bins
forks, napkins, cups (but not lids)
in the compost bins
• And then, see if you can spend
the entire time with us without
throwing anything away – and
please thank a resource recovery
volunteer staff while you’re at it!
 Thu Sept 25 overview

sept 25 ROOM 8:00 – 9:00 9:30 – 11:30 12:00 – 1:00 1:30 – 2:30 3:00 – 4:00 4:30 – 6:30
Greening Affordable Housing Green Building Market Reports A Spirited Conversation: Keeping the State In or
Walker Wells, AICP LEED AP, Director, Global Green USA Aaron Adelstein, Executive Director, Built Green Association of King and Out of Our Building Codes
Snohomish Counties Moderator: Bob Chase, Chief Building Official, City of Sacramento
JoAnna Abrams, Founder & CEO, The MindClick Group Rich Chien, Residential Green Building Coordinator, SF Dept of the Environment
J1 Christi Graham John Burshek, Chief Research Officer, The MindClick Group Bob Raymer, Senior Advocates, California Building Industry Association
Roberta Berrent, Co-Founder and COO, The MindClick Group
President & Founder, Nick Zigelbaum, Energy Analyst, Natural Resources Defense Council

forums
keynote
Doug Hensel, Assistant Deputy Director of Codes and Standards, CA Dept of
West Coast Green Housing and Community Development

cafés
Building Green from the Inside Out Luminaries In Green Measuring the Market for Green Residential

lunch & conversation

Martin Melaver, CEO, Melaver Inc. Randy Hayes, Climate Policy Officer, World Future Council Development
John Knott David Johnston, President, What’s Working Hunter Lovins, Founder & President, Natural Capitalism Solutions Shyam Kannan, Vice President, RCLCO
Sarah Susanka, Author, The Not So Big House series and The Not So Big Life,
J2 Founder & CEO, Susanka Studios
Allison Arieff, Editor for Sunset Magazine and Columnist for the New York Times
The Noisette Company, LLC David Johnston, President, What’s Working

The Myth of Sisyphus: A Roadmap to Avoiding The Philosophy and Practice of Integrative The Philosophy and Practice of Integrative
Chris Jordan Human Extinction Design Part I: The Foundation for Achieving Design Part II: Facilitating Integrated Designs
Photographic Artist
networking
Eric Corey Freed, Architect & Principal, organicARCHITECT Climate-solving Designs and True Sustainability Bill Reed, President, Integrative Design Collaborative
thursday

J3 Bill Reed, President, Integrative Design Collaborative

Chuck Reed

opening
Mayor, San Jose
The Art and Science of Selling Green Homes The Emotion and Logic of Selling Green Homes The State of Clean Tech Investing
Gordon Cooke, Trainer & Marketing Specialist, Building Knowledge Inc. Gordon Cooke, Trainer & Marketing Specialist, Building Knowledge Inc. Moderator: Paul Holland, General Partner, Foundation Capital
Our Hosts: Trae Vassallo, Partner, Kleiner Perkins Caufield & Byers
Fahri Diner, Managing Director, Sigma Partners
J4 Donald Simon & Raj Atluru, Managing Director, Draper Fisher Jurvetson
Sarah Susanka

Thinking Through Hot Ideas: Consultants are in the House Thinking Through Hot Ideas: Consultants are in the House Pre-Seeding Great Ideas: A Small Group Pitch-In
Eco Communities & Eco Developments Business Development Coaches from Kieretsu Forum, CCTO, Business Development Coaches from Kieretsu Forum, CCTO, Moderator: Dr. Eric Hansen, President, The Economic Transformations Group
Grove Consulting & Our Personal Network Grove Consulting & Our Personal Network Myan Baker, Senior Consultant, Economic Transformations Group
Tribal Members Networking Peter Bruck, John Suppes, Marty Keller, Scott Terrell,
F
& Orientation Craig Henritzy, Michael Kloefkorn,
Greg VanMechelen, Paula Baker-Laporte

19
18

Deep Innovation: Design for the Gap Designing Through the Lens of Social Change Demand Side Sustainability
Chris Waugh, Practice Lead, Consumer Experience Design, IDEO Chris Waugh, Practice Lead, Consumer Experience Design, IDEO Steve Bishop, Sustainability Domain Lead, IDEO

Almaden
Ballroom

PDX Lounge: Creating a New Vibe for Marketing
Imagination
Stephanie Swanson, Principal, MarketShift Strategies
Ruby Gates, Principal, MarketShift Strategies
Plaza
thursday
Green Finishes: Inside and Out From High-Tech to Slow Green: Innovation Across
Tim Owen-Kennedy, President, Vital Systems the Spectrum of Green Building Technologies
Moderator: Bob Massaro, CEO, Healthy Buildings Management Group, Inc.
Sara Rosenthal, Principal, Healthy Buildings USA
Jeff Blaevoet, Principal, Guttman & Blaevoet
Sandra Reed, President, ZAC Landscape Architects
Bianca Gomez, Project Engineer, Summit Engineers

Clearing the Air on Indoor Air Quality World of Water: A 21st Century Strategy Local Policy Showcase and Summit
Transforming Business Leif Magnuson, Residential Green Building Coordinator, U.S. EPA Josiah Cain, Landscape Architect & Chief Design Officer, Moderator: Brian Gitt, Executive Director, Build it Green; Moderator:
& Spreading the Word Region IX, WST-7 Design Ecology Racquel Palmese, Managing Editor, Green Technology; Patti Southard,
West Coast Green Newcomer Project Manager, King County Green Tools; Wendy Sommer, Senior Program
San Carlos Wanda Urbanska, Eric Loebel, Kristina Skierka,
Orientation & Networking Manager, Alameda County Waste Management Association; Michelle Stahlhut,
Tom Feegel, Tony Napolitano, Steve Kleber, , Dan Geiger, Land Use Planner, City of San Jose. Discussion Leaders: David Barnes,
Michael McCutcheon, Chris Bartle Planner, City of Kirkland; Neal DeSnoo, Manager, Energy and Sustainable
Development; Peter Bruck, Building Official, City of Rohnert Park
Creating Community CA: 2020 Energy, Water, Climate, Transportation Policy" Financing High Performance Affordable Housing
Renewable Energy & Zero Emissions Allison Arieff, Editor for Sunset Magazine and Columnist for the Panama Bartholomy, Advisor to Commissioner Karen Douglas, California Moderator: Heather Larson, Program Manager, Stop Waste
New York Times Energy Commission Julieann Summerford, Associate Director of Implementation, Heschong
West Coast Green Alumni David Johnston, Michael McCutcheon, Nabih Tahan, Pete Darren Bouton, Deputy Cabinet Secretary, Office of Governor Arnold Mahone Group, Inc.; Nehemiah Stone, Director of DSM Implementation, KEMA
Santa Clara
Orientation & Networking Gang, Donald Aitken, Gary Gerber, Andre Angelantoni, Schwarzenegger Services, Inc.; Ramon Mendez Jr., Director, Technical Assistance & Training,
Enterprise Community Partners
Eric Corey Freed, Mark J.E. Bramfitt, Dan Smith

12:00 – 12:30 1:00 – 1:30 2:00 – 2:30 3:00 – 3:30 4:00 – 4:30 5:00 – 5:30
Toward a Sustainable Forest Green Concrete Performance Testing: Rainwater Catchment Demo Wood Sources That Restore Interactive Low-e Glass
Demo Stage Products Industry Terry Gallagher, Solid Concrete Changing the Paradigm for Jason Kerrigan, Rain Harvesting Old Growth Forests Demonstration
Jason Grant Dan Meschi, Solid Concrete Building Peter Stark, CEO, Treadlight Robert Marcial, Director, PG&E
Matt Golden, Founder & Chief Pacific Energy Center
Building Scientist, Sustainable Spaces

TRACKS:
Purpose, Passion, Profit Government & Policy Architecture & Design Economics of Green Planning & Development Energy & Power Marketing & Branding Water & Landscaping Building It Innovation & Clean Tech Technology & Materials Connections
 fri Sept 26 overview

sept 26 ROOM 8:00 – 9:00 9:30 – 11:30 12:00 – 1:00 1:30 – 2:30 3:00 – 4:00 4:30 – 6:30
A Changing Climate in a Changing Market: Part I A Changing Climate in a Changing Market: Part II Marketing: Behavior Change. What’s It Going To Take?
Moderator: Panama Bartholomy, Advisor to Commissioner Moderator: Panama Bartholomy, Advisor to Commissioner Moderator: Jessica Switzer, Partner, Blue Practice
Karen Douglas, California Energy Commission; Dana Papke, Senior Air Pollution Karen Douglas, California Energy Commission; Dana Papke, Senior Air Pollution Stephanie Smith, Founder, EcoShack
Control Specialist & Green Building Lead, California Air Resources Board; Janill Control Specialist & Green Building Lead, California Air Resources Board; Janill Dara O’Rourke, Founder, Professor, Taoit, Environmental Science Policy &
J1 Sarah Susanka Richards, Deputy Attorney General, Office of the Attorney General; Chris Pyke, Richards, Deputy Attorney General, Office of the Attorney General; Chris Pyke, Management, UC Berkeley
Director of Climate Change Services, CTG Energetics; Cal Broomhead, Energy Director of Climate Change Services, CTG Energetics; Cal Broomhead, Energy Carrie Armel, Research Associate, Precourt Institute for Energy Efficiency
Author, The Not So Big House and Climate Programs Manager, City and County of San Francisco; Richard Lyon, and Climate Programs Manager, City and County of San Francisco; Richard Lyon,

forums
keynote
series and The Not So Big Life, Senior Advocate, California Building Industry Association Senior Advocate, California Building Industry Association

Susanka Studios

cafés
A Healthy Home: Two Decades of Progress The Business Case for Building the Green Way Advanced and Alternative HVAC Systems

lunch & conversation

Jennifer Roberts, Author, Good Green Kitchens Hunter Lovins, Founder & President, Natural Capitalism Solutions John Proctor, P.E., President, Proctor Engineering Group, Ltd.
Mary Cordaro, President & Founder, H3Environmental William Hayward, President, CEO, Chief Sustainability Officer, Hayward Lumber
J2 David Suzuki
Author & TV Host,
The Nature of Things,
David Suzuki Foundation Sacred Geometry: Updating Plato The Future of Technology and Sustainable Design Choosing a Green Home Certification: A Backward
Sarah Susanka, Author, The Not So Big House series and The Not So Big Life, Moderator: Lynelle Preston Cameron, and Forward Look from Builders and Certifiers
friday

Susanka Studios Director of Sustainability, Autodesk Moderator: Brian Gitt, Exec. Director, Build it Green; Justin Dunning, Director,
J3 networking Hunter Lovins
Founder & President,
Plus Special Guests Green Programs, ConSol; Pepper Smith, Green Consulting Programs Manager,
Davis Energy Group; Cheryl O’Connor, Vice President of Sales, Summerhill
Homes; Mitch Gardner, Project Manager, The Olson Company; Aaron Adel-

opening
stein, Executive Director, Built Green Association of King and Snohomish Counties
Natural Capitalism Solutions
Creating Sustainable Brands: Learnings from the Field Solar Power as a Zero Energy Home Solution Products and Process: The Elegant, The Ugly,
Celia Canfield, Principal, Eco Vertex Moderator: Tim Tutt, Advisor to Chairman Pfannenstiel, California and The Needed
Pam Van Orden, President, Enlightened Brand Energy Commission Alex Wilson, Founder & President, Building Green, Inc.
KoAnn Skrzyniarz, Founder & CEO, Sustainable Life Media Aaron Nitzkin, Vice President, OCR Solar & Roofing, Inc Peter Yost, Residential Program Manager, Building Green, Inc.
J4 Dale Garren, VP Constrution, Pinn Brothers Fine Homes
Mike Keesee, Project Manager Energy Efficiency, Sacramento Municipal
Utility District

Academic Challenge: How Fast Can We Adapt? Perfecting Hot Ideas with Consultants and Seeding Innovation – Funders Vet Hot Ideas
Academic Luncheon Michael Sammet, Sustainable Design Program Director, UC Berkeley Extension Graphic Recorders Moderator: Kathleen Gilligan, Co-Founder, EcoStrategy Group
Business Development Coaches from Kieretsu Forum, CCTO, Grove Consulting & Brian Walsh, Associate, Nth Power
Designers of All Kinds Michale Sammet, Sustainable Design Program Director, Our Personal Network Peter Liu, Founder & Vice Chairman, New Resource Bank
F UC Berkeley Extension Bob O’Connor, Practice Director, Wilson Sonsini
Networking
Carol Venolia, Sustainable Communities faculty, Esther Park, Director, Lending Program, RSF Social Finance

21
20

Dominican University of California Bill Green, Managing Director, VenturePoint Venture Partners

Creating Regenerative Developments, Part I:
Looking Behind the Curtain of Successful Communities
John Knott, Founder & CEO, The Noisette Company, LLC
Almaden Rick Holliday, Founder & President Holliday Development
Ballroom Valerie Garrett, Regional Green Development
Resource Center Coordinator, City of Portland
Creating Regenerative Developments, Part II: Mapping
Community Needs
John Knott, Founder & CEO, The Noisette Company, LLC
Kirstin Miller, Executive Director, Ecocity Builders
Kemba Shakur, Executive Director, Urban Releaf
Colin Grant, Founder and CEO, Visible Strategies
Creating Regenerative Developments, Part III:
Putting It All Together
Moderator: John Knott, Founder & CEO, The Noisette Company, LLC
Vital and exciting table facilitators and experts from government, NGOs
and business

Hosted by Hosted by Hosted by

Myth Busting: New Directions in Sustainable
Interior Design
Rowena Finegan, Owner, Principal Designer, Eco-terric
Kari Foster, Interior Designer, Associates 3
Plaza
The Sexiest Large Scale Water Design Applications Remodeling with GreenPoint Rated from
We Have Ever Seen Easy Upgrades to Zero Net Energy and Water
Moderator: Andy Mannle, Senior Editor, Arc Wire Moderator: Tenaya Asan, GreenPoint Rated Program Manager, Build It Green
Paul Kephart, President, Rana Creek Marc Richmond, President, Practica Consulting
Bry Sarte, Principal, Sherwood Engineers Kelly Lerner, Architect, One World Design
Daniel Mackey, Daniel Mackey Construction Incorporated

Two VC Projects Come Through First Community Housing Paves the Road for Natural Versus Conventional Building: Which Is
Moderator: Chuck Erickson, Assistant Director, San Jose Environmental LEED Affordable Multi-family Housing Best for You?
Innovative & Regenerative Design

friday
Business Cluster Jeff Oberdorfer, AIA CDS, Executive Director, First Community Housing Moderator: Carol Venolia, Architect and Sustainable Communities
Business, Selling & David Alpert, Katherine Austin, Kate Simonen, Bryant Tong, Managing Director, Nth Power Faculty, Dominican University
San Carlos Zach Gentry, CEO & Co-Founder, Adura Technologies
Marketing Networking Shannon Del Vecchio, Rose Tocke, Taryn Mead, Drew Maran, Founder and President, Drew Maran Construction
Marc Carlson, CEO, Microposite, Inc. Bruce King, Director, Founder & Structural Engineer, Author, Buildings of Earth
Duncan Mackenzie, Jon Dougal, Andrea Traber Lee Burrows, Principal, VantagePoint Venture Partners and Straw and Making Better Concrete, Ecological Building Network
Tim Owen-Kennedy, President, Vital Systems
Measuring What Matters: How Sustainability Clean Tech Just Keeps Getting Cooler Life Cycle Technology-Driven Efficiency: BIM-IPD
Dashboards and Generative Feedback Can Help Marc Gottschalk, Co-Founder, CCTO Todd Lukesh, LEED AP, CGBP, Sustainability Engineer, Web
Government & Policy Making People and Organizations Change Habits Kevin Surace, CEO, Serious Materials Core Engineers
Water & Landscaping Norman Bourassa, Team Lead, PIER – Buildings End-Use Efficiency Research, Phil Williams, Vice President & Chair, Mayor’s Task Force on Green Building,
Santa Clara Mark Palmer, Michael Foster,
Gil Friend, CEO, Natural Logic
Networking Warren Karlenzig, President, Common Current California Energy Commission Webcor
Paula Baker-Laporte, Allen Green Peter Sharer, CEO, AgileWaves Jim Bedrick, Director of Systems Integration, Webcor

12:00 – 12:30 1:00 – 1:30 2:00 – 2:30 3:00 – 3:30 4:00 – 4:30 5:00 – 5:30
Autodesk “Design E2” Film Insulation Comparison Social Media and Technology Affordable Green Building Radiant Floor Heating Showhouse Garden
Demo Stage Greg VanMechelen, VanMechelen Clare E. Munn, CEO, The Communi- Michael Murray, CEO, Forma Home Terry Alsberg, Inventor and CEO, Paige Martin, Landscaper, Paige
Architects cation Group Systems Warmboard, Inc. Martin Design

TRACKS:
Purpose, Passion, Profit Government & Policy Architecture & Design Economics of Green Planning & Development Energy & Power Marketing & Branding Water & Landscaping Building It Innovation & Clean Tech Technology & Materials Connections
 sat Sept 27 overview

sept 27 ROOM 8:00 – 9:00 9:30 – 11:30 12:00 – 1:00 1:30 – 2:30 3:00 – 4:00 4:30 – 6:30
Green Marketing In The Digital Age: Using Social Media Native Design Greening Your Business DNA
Moderator: Clare E. Munn, CEO, Creative & Strategic Director, Craig Henritzy, Principal, The Studio of Indigenous Design Miriam Karell, Sustainability Strategist, Three Point Vision
The Communication Group Heather Gadonniex, Founder, Green it Group
Carl Pope, Executive Director, Sierra Club Irene Hughes, Principal, Essence Consulting
J1 Civic Auditorium Joe Laur, Vice President of Content, Greenopolis.com

forums
keynote
cafés
Making Real Energy Happen Garden Design and Ecology Integrated Design Process Charette

lunch & conversation

Moderator: Dan Kammen, Director, Renewable and Appropriate Geoff Hall, Co-Founder & Co-Owner, Sentient Landscapes Moderator: Katherine Steele, Founder, Urban Permaculture Guild
Al Gore Energy Laboratory, UC Berkeley Michael Kloefkorn. Associate Architect, Van Meter, Williams, Pollack
Joe Jordan, Physicist, Sky Power Institute Pepper Smith, Green Consulting Programs Manager, Davis Energy Group
J2 Vice President & Mark J.E. Bramfitt, Principal Program Manager, High Tech Market Customer
Energy Efficiency, Pacific Gas and Electric Company
Nobel Peace Prize Laureate
Executive Forum Achieving Inner Beauty – A Systems Approach Packing a Parachute: Practices That Minimize Risk
Jerry Brown Moderator: Carl Guardino, President & CEO, Silicon Valley Leadership Group to Making Homes Work and Endure and Prompt Best Use of Green Features
Attorney General, Carl Bass, CEO, Autodesk Matt Golden, President and Chief Building Scientist, Sustainable Spaces Moderator: Kim Diamond, Senior Manager of Land Acquisition &
saturday

networking
Peter Liu, Founder and Vice Chairman, New Resource Bank Dan Johnson, Design Team, Arkin Tilt Architecture Entitlements, Pulte Homes
J3 State of California Plus Special Guests Cheryl O’Connor, Vice President of Sales, Summerhill Homes
Douglas White, Attorney, Hoge, Fenton, Jones & Appel, Inc.

opening
Paul D’Arelli, Co-Chair of Green Building & Sustainability, Greenberg Traurig, LLP

Mean It Like You Say It: Are You Building an Authentic Brand Green Viz: Putting People in their Place Before Water System Integration Charette
AND a Sustainable Business? It Exists Gary Klein, Managing Partner, Affiliated International
Moderator: Dev Crews, Chief Marketing Strategist, Luminesa Communications Mark Johnson, FAIA, Senior Manager of Architecture & Design Marketing, Management, LLC
Sean Dunn, Partner/Account Executive, Groove 11 Whirlpool
J4 David Almy, Principal ADC Partners

For Green Building and Design Masters: Taking Ourselves Way Off The Grid: Jumpstarting New Ideas
and Our Networks to the Next Level by Designing for a Mars Community
Moderator: Jon Alexander, President, Sunshine Construction LLC David Delgado, Mars Public Engagement Outreach Coordinator,
Remodelers & Builders Sarah Susanka, Author, The Not So Big House series and The Not So Big Life, Imagine Mars Project JPL/NASA
F Masters of Green Building Susanka Studios
Networking
Brian Back, Founding Editor and Publisher, Sustainable Industries

23
22

Luminaries In Green The Art of Prefabricated Green Tribal Summit Report

David Gottfried, Co-Founder, USGBC Michelle Kaufmann, Principal, Michelle Kaufmann Designs Hosted by Western Regional Tribal Nations
Sim Van der Ryn, Principal, Van der Ryn Architects in Partnership with West Coast Green & the EPA
Almaden The Green Dragon – Michelle Kaufmann, Principal, Michelle Kaufmann Designs
Documentary Film and Q&A John Knott, Founder and CEO, The Noisette Company LLC
Ballroom Bill Reed, President, Integrative Design Collaborative

saturday
Plus Special Guests

1:00 – 5:00 Specialized Workshops Fee $100 each

Tribal Summit –
Plaza For Tribal Members, Developers
and Policy Makers Build an Electric Vehicle

Specialized
Workshops produced
Students, Green Jobs &
San Carlos
Non-Profits Networking
Wire Your Own Grid – Tied PV Systems in partnership with
The Solar Living
Institute
Innovative Practices & Materials
Affordable Housing Brandon Tinianov, Miriam Landman, Darrel Deboer,
Santa Clara Find Your Dream Job in Solar
Networking Allison Kopf, Laura Allen, John Banta, Ian Pocock,
Alex Hinds, Daniel Robin, Dave Porter

12:00 – 12:30 1:00 – 1:30 2:00 – 2:30 3:00 – 3:30 4:00 – 4:30 5:00 – 5:30
Solar Basics: PG&E Pacific Build Your Own Greywater Lighting Technology Paints and Plasters: Good, Making a Home Healthy Insulated Concrete Forms:
Demo Stage Energy Center System Michael Seaman, Contract Manager, Green Fun Zem Joaquin, Green Editor, Building A Fire and Earth­
Pete Shoemaker, PG&E Laura Allen, Educator, Greywater California Energy Commission Tim Owen-Kennedy, President, EcoFabulous quake Resistant Green Home
Guerrillas Vital Systems Alex Morales, President, Magic
Homes of California

TRACKS:
Purpose, Passion, Profit Government & Policy Architecture & Design Economics of Green Planning & Development Energy & Power Marketing & Branding Water & Landscaping Building It Innovation & Clean Tech Technology & Materials Connections

Sunset was green before green was cool
Sunset has always reported on the
environmental characteristics that make
the West unique. Our first article on
Yosemite appeared in our May 1898
inaugural issue; our first on solar power in
1903. John Muir, conservationist, founder
of the Sierra Club, and champion of the
LIVING GREEN IN THE WEST
West’s great natural wonders, even wrote
for Sunset in the early 20th century.
Environmental awareness is part of
Sunset’s DNA. Our mission is to show
readers how to explore, enjoy, and understand
the unique natural environment that is the
West, from the country’s highest mountain
peaks to its lowest elevations, from old-growth
forests to deserts.
Book signings
book
signings
Thursday
1:15PM David Johnston
Author, Green From the Ground Up
2:45PM Glenn Croston
Author, 75 Green Businesses
Eric Corey Freed
Author, Green Building for Dummies
Walker Wells
Author, Blueprint for Greening Affordable Housing
4:15PM Jennifer Roberts
Author, Good Green Kitchens
Good Green Homes
Redux
Healthy Kitchens
favorite author
friday
11:40AM David Suzuki
Author, David Suzuki: Autobiography sponsored by:
Green Guide
Sacred Balance
From Naked Ape to Superspecies
Good News for a Change
Salmon Forest
Tree
David Suzuki Reader
When the Wild Comes Leaping
25
12:00PM Hunter Lovins
Author, Natural Capitalism
Sarah Susanka
Author, Not So Big House, 10th Anniversary
Home By Design; Not So Big Life
Inside the Not So Big House; Not So Big Solution
Outside the Not So Big House
Creating the Not So Big House
Alex Wilson
Author, Your Green Home
Consumer GF Home Energy Savings
Green Building Products
2:45PM Warren Karlenzig
Author, How Green is Your City
4:15PM Carol Venolia
Author, Natural Remodeling For the Not So Green Home
Sunset advocates for the environment
by celebrating the West’s natural saturday
wonders. Each issue promotes preservation
meet your
12:00PM Eric Corey Freed
by showcasing the beauty of the West and
Author, Green Building for Dummies
giving readers the tools they need to live well.
We show readers what’s at stake yet trust
Sarah Susanka
Author, Not So Big House, 10th Anniversary
them to make up their own minds. Home By Design; Not So Big Life
Inside the Not So Big House; Not So Big Solution
Other magazines may do a green issue
now and then, but for Sunset, every Outside the Not So Big House
issue is a green issue. Because we cover Creating the Not So Big House
Alex Wilson
green issues month in and month out, we build
Author, Your Green Home
powerful credibility with readers. Green isn’t
Consumer GF Home Energy Savings
just a trend for us—it’s always been a part of Green Building Products
what we do.
2:45 PM Sim Van der Ryn Book signings are
Author, Design For Life located near the
Ecological Design bookstore in the
Toilet Papers Almaden Concourse
 educational tracks & advisors

educational tracks & advisors

How we developed our
signature educational
sessions – a note from our
program team
This year we did it a little differently! We
tossed out the traditional conference model
of holding a call for abstracts and opted
instead to work with industry experts from
across the country – tapping into their
intimate knowledge of the most timely
issues, insight into what’s emerging and their
guidance as to the experts best positioned to
present these topics.
The result is a program, our Advisors tell
us, that is crafted along the lines of what is
found at top-notch Universities and is of a
caliber unlike anything typically associated
with a conference.
An enormous, heartfelt thank you to our
Track Advisors for creating this phenomenal,
educational experience with us.
Architecture & Design
Topics: Interior Design | Integrative Design
Prefab & Modular | Sacred Geometry
Designing for Behavior Change
Natural Building
Our Advisors:
Allison Arieff, Editor for Sunset Magazine
& Columnist for the New York Times
Carol Venolia, Architect and Sustainable
Communities faculty, Dominican University
of California
Chris Waugh, Practice Lead, Consumer
Experience Design, IDEO
Deborah Coburn, President, Naturally
Inspired
Kari Foster, Interior Designer, Associates 3
Katherine Austin, Architect & Chair of
National AIA Housing and Custom
Residential Knowledge Community
Steve Bishop, Sustainability Domain Lead,
IDEO
Eric Corey Freed, Architect & Principal,
organicARCHITECT
Piper Kujac, Co-Chair, Northern
California Chapter RGB Advocacy
Government & Policy
Topics: Building Codes | Climate Change
Policies | Government Initiatives
Local Government Policies and Programs
Our Advisors:
Panama Bartholomy, Advisor to
Commissioner Karen Douglas,
California Energy Commission
Racquel Palmese, Managing Editor,
Green Technology
Jennifer Seguin, Green Building Program
Coordinator, City of San Jose
Building It
Topics: Building Science | Healthy Buildings
Mechanical | Risk Management
Remodeling | Building Techniques
Our Advisors:
Bruce Mast, Development Director,
Build It Green
Carl Seville, Principal, Seville Consulting
Heather Larson, Program Manager,
Stop Waste
Technology & Materials
Topics: Life Cycle Management
Information Systems | Hi-Tech Products
Our Advisors:
Alex Wilson, Founder & President,
Building Green, Inc.
Miriam Landman, Green Building Advisor,
M. Landman Communications & Consulting
Jessie Denver, Environmental Services
Department, Office of Sustainability,
City of San Jose
Water & Landscaping
Topics: Water Policy | Water Conservation
Grey & Black Water | Water Heating
Green Roofs | Ecological Garden Design
Permaculture
Our Advisors:
Gary Klein, Managing Partner, Affiliated
International Management, LLC
Josiah Cain, Landscape Architect &
Chief Design Officer, Design Ecology
Andy Mannle, Senior Editor, Arc Wire
Energy & Power
Topics: Energy Science | Energy Policy
Energy Efficiency | Zero Energy Homes
Our Advisors:
Panama Bartholomy, Advisor to
Commissioner Karen Douglas,
California Energy Commission
Pepper Smith, Green Consulting
Programs Manager, Davis Energy Group
Innovation & Clean Tech
Topics: Clean Tech Investing and Financing
Emerging Products | Seeding Innovations
Our Advisors:
Paul Holland, General Partner,
Foundation Capital
Jonathan Solomon, Keiretsu Forum
Rachel Sheinbein, Keiretsu Forum
Kathleen Gilligan, Co -Founder,
Array Partnerso
Economics of Green
Purpose, Passion, Profit
Topics: Values Based Business | Leadership
Development | Business Development
Our Advisors:
Gil Friend, CEO, Natural Logic
Jay Haynes, Presidio School of
Management
Nathan Shedroff, Program Chair, MBA
in Design Strategy, California College of
the Arts
Connections
Facilitated Networking | Stories from
Luminaries | Consultant Servicess
Activating Ideas
Our Advisors:
David Johnston, President,
What’s Working
Myan Baker, Senior Consultant,
Economic Transformations Group
Timonie Hood, Green Building
Coordinator, U.S. EPA Region 9
Stacey Frost, Founder, Urban Re:Vision

27
26

Committee, UC Berkeley Extension /
Enjoy! Hannum Associates
Rowena Finegan, Owner, Principal
Designer, Eco-terric
Michael Sammet, Sustainable Design
Program Director, UC Berkeley Extension
Christi Graham Dan Johnson, Design Team, Arkin Tilt
President & Founder Architecture
Michael Kloefkorn, Residential Green
Building Advocacy Group co-chair, USGBC
Northern California
Mary Ann Gallagher
planning & Development
Conference Design Director
Topics: Planning | Land Development
Affordable Housing | Multi-Family Housing
Community Building
Karen Jackson
Program Director & Chief Innovation Officer Our Advisors:
John Knott, Founder & CEO,
The Noisette Company, LLC
Joseph Perkins, President & CEO, Home
Genevieve Logan
Builders Association Northern California
Program Manager Kirstin Miller, Executive Director, Ecocity
Builders
Jennifer Roberts, Author, Good Green
Kitchens
Marc Richmond, President,
Practica Consulting
Marty Keller, Director of Construction
Management, First Community Housing
Mary Cordaro, President and Founder,
H3Environmental
Todd Lukesh, Sustainability Engineer,
Webcor
Marc Laliberte, Building Science Specialist
and Trainer, Building Knowledge Inc.
Bob Massaro, CEO, Healthy Buildings
Management Group, Inc.
Joseph Perkins, President & CEO, Home
Builders Association Northern California
Debbie Mackey, President, NARI of
San Jose, Daniel Mackey Construction
Incorporated
Don Ludwig, City of San Jose
Lorraine White, CA Energy Commission Topics: Financing | Market Reports Jon Alexander, President, Sunshine
Alice Ringer, City of San Jose The Business Case for Green Building Construction LLC
Ralph Mize, City of San Jose, Celia Canfield, Principal, Eco Vertex
Department of Transportation Our Advisors: Dev Crews, Marketing, Data Analysis &
Elizabeth Redman, Economic Communications, Luminesa
Competitiveness Group, Inc Michael Sammet, Sustainable Design
Program Manager, UC Berkeley Extension
Marketing & Branding David Sibbet, President, Grove Consulting
Topics: Selling Green Homes | Branding
Marketing Behavior Change
Empowered Consumers | Social Networking
Our Advisors:
Celia Canfield, Principal, Eco Vertex
claim your AIA continuing education units
AIA Credit is available for over 50 of our educational sessions.
Each instructional hour is equal to 1 Learning Unit (LU). Ten (10) Meets AIA
Learning Units are equal to one (1) Continuing Education Unit (CEU). CES criteria
How to Receive Learning Units
• Provide your AIA membership number when you register for the conference,
or onsite at any registration booth.
• Have room attendants scan your badge as you enter each approved session.
Meets AIA/ CES
Your badge is preprogrammed to record attendance at continuing education programs.
criteria for Health,
• Records for eligible participants will be reported to the AIA immediately following
Safety, & Welfare
the conference and will be available three weeks after the conference.
Units
• Certificate letters of completion will be made available online three weeks after
the conference.

Please visit www.westcoastgreen.com to print your certificate.


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I T ’ S E A S Y B E I N G
John Knott
Founder & CEO,
The Noisette Company, LLC
As President/CEO and co-founder of
the Noisette Company, LLC, John Knott
leads the Noisette Project development
team, which is collaborating with the
City of North Charleston, South Caro-
lina, in the sustainable restoration of
3,000 acres of the city’s historic urban
core and areas of the former Charleston
Naval Base. A third generation devel-
oper, Knott has 38 years of experience
in urban redevelopment.
Thursday 1:30PM – 2:30PM
Planning & Development Room J1
Learning Level 101
Greening Affordable Housing
Learn about the rationale for combining
Green Building and community devel-
opment – specifically in the process of
designing and developing affordable hous-
ing. Topics to be addressed include: the
integrated design process, cost-effective
design strategies and materials, sources of
funding and financing, and tips for operation
and maintenance. Case studies will be pre-
Your life can be a lot easier when you go green. The same goes for your business
sented to illustrate these points.
when you take a common sense approach to sustainable design and building practices. Walker Wells
Director, Global Green USA
At TBI Construction and Construction Management, our LEED* experienced professionals
Urbanism Program
help you start saving on the costs associated with green building design and materials Mr. Wells works with affordable housing
developers, municipalities, and school
even before the benefits of environmentally responsible construction kick in.
districts to further Green Building and
­sustainable development practices by pro-
New buildings, commercial interiors, renovation of existing buildings – whatever viding technical assistance, conducting
the project, we’ll show you that green doesn’t have to be expensive. We’ll help you charrettes and workshops and developing
public policy.
plan, design, recycle and build on a foundation of trust and reliability that has been the
cornerstone of TBI’s service throughout the Bay Area for many years.
See the Green for yourself. The new Portola Valley Town Center, the Los Altos Hills
Town Hall, Los Paseos Elementary School in Morgan Hill, and several other buildings
and institutions in and around San Jose are all reaping the benefits of effective green
building practices by TBI Construction and Construction Management, Inc. Give us a
call and we’ll show how easy it is to be green.
Call or email Tony Mirenda, President & CEO 408-246-3691
TBI Construction & Construction Mgmt., Inc. amirenda@tbionline.com
*Leadership in Energy & Environmental Design (United States Green Building Council)
Lic. 434029
Thursday 9:30AM – 11:30AM   J Hall
Chris Jordan
Photographic Artist
Chris Jordan is an internationally acclaimed
photographic artist and activist whose work
explores the detritus of American mass cul-
ture. His newest series, titled Running the
Numbers, depicts the staggering statistics
that define contemporary America, in huge
intricately detailed panels as large as thirty
feet wide. These huge works invite the viewer
to walk up close and see every detail as a
metaphor for the role of the individual in our
hypermodern society.
Purpose, Passion, Profit Room J2
Learning Level 101
Building Green from the
Inside Out
master speakers
How did a very rigorous business
that balances commitment to the
environment, humanity, and love
of enterprise redefine itself from
a neighborhood grocery story
to a LEED centered real-estate
company? Explore the values,
commitment, and acumen that
is expanding the re-invention of
the business of building Homes in
America.
Martin Melaver
CEO, aMelaver Inc.
As a third-generation member of the
Melaver family, Martin serves in both
a professional and cultural capacity,
ensuring that the values and ethics of
the Melaver family are translated into a
tangible, practical, sustainable vision. He
has direct responsibility for balancing the
company’s triple bottom line of social,
environmental, and financial return.
Thursday September 25
keynote
Chuck Reed
Mayor, San Jose
Chuck Reed is the 64th Mayor
of San José. Launching the San
opening
José Green Vision in October
2007, he has laid out ambitious
goals that will guide the City
of San José over the next 15
years including a commitment to
receive all electrical power from
clean and renewable sources.
pr e se ntatio ns
David Johnston
29
President, What’s
Working
Author and Green Building expert, David
Johnston, is a leading thinker behind the
thursday
Green Building movement. Municipali-
ties, homeowners, building professionals,
and sustainability advocates have
embraced his work nation-wide. John-
ston’s book, Green Remodeling has
been hailed as the definitive guide to
green remodeling. His new book, Green
From the Ground Up, was published in
March 2008.
“Life shrinks or expands
in proportion to one’s
courage.”
—anais nin

Thursday 1:30PM – 2:30PM
Architecture & Design Room J3
Learning Level 201
The Myth of Sisyphus:
A Roadmap to Avoiding
Human Extinction
Uncover hidden opportunities
across our largest environmental
master speakers
problem areas. By reviewing con-
struction issues around Suburbia,
Las Vegas, & New Orleans you’ll
see the world in a new way. Drawn
from the most advanced research,
this session will provide you with
a roadmap for building over the
next 50 years. Using rich graphics
and multimedia, this session will
change your view of Green Build-
pr e se n tations
ing forever.
Eric Corey Freed
Architect & Principal,
­organicARCHITECT
Eric Corey Freed is principal of organic­
ARCHITECT, an architecture and consult-
ing firm with over 15 years of experience
in green building. He is the author of
30
Green Building & Remodeling for Dum-
mies, a best seller with 50,000 copies in
print. His work has been featured in Dwell,
Metropolis and Newsweek.
Marketing & Branding Room J4
Learning Level 101
The Art and Science of Selling
Green Homes
Creative green marketing peaks buyers inter-
est to visit your green homes. Converting
that interest into a sale requires meeting the
total needs and expectations of ever more
discriminating and knowledgeable buyers.
This session will help builders and sales
agents define an effective sales process that
allows more time for educating buyers so
they can make better decisions. Learn the
five questions every homebuyer wants you to
answer to make them ready to buy a green
home. This session will be expanded on at
3:00 in “The Emotion and the Logic of Sell-
ing Green Homes.”
Gordon Cooke
Trainer & Marketing Specialist,
Building Knowledge Inc.
Gordon developed an innovative series of
training programs to assist builders in selling
the features of energy efficiency and durabil-
ity in higher performing homes.
Connections Room F
Thinking Through Hot Ideas:
Consultants are in the House
Make use of business development consul-
tants from Kieretsu Forum, California Clean
Tech Open and masters of visual thinking,
Grove Consulting. Whether you are a busi-
ness or a non-profit you can prepare yourself
for a dynamic pitch to a group of similarly
oriented innovators with the possibility of
being selected to pitch your idea to a panel
of funders on Friday afternoon.
Architecture & Design Almaden
Learning Level 201
Deep Innovation:
Design for the Gap
There’s no question that there’s a
master speakers
lot of design and innovation that
focuses on sustainability today.
But so much of it just doesn’t go
far enough. To truly put sustain-
able design on course, we need to
move past designing “things” and
address the human behavior asso-
ciated with it. In this presentation,
IDEO will show how human cen-
tered design can help us to realize
a more sustainable future.
Chris Waugh
Practice Lead,
Consumer Experience
Design, IDEO
Chris Waugh is a leading member of
IDEO’s Consumer Experience Design
Practice in California. He has been
involved in a variety of IDEO innovation
breakthroughs ranging from food and
beverage to personal banking.
Marketing & Branding Plaza
Learning Level 101
PDX Lounge: Creating a New
Vibe for Marketing Imagination
This session will explore the ‘back story’ of
a unique marketing and economic devel-
opment initiative for Oregon’s sustainable
industries. The collaborative nature of the
project affords an opportunity to bring
together a range of sustainable industry
leaders in development, engineering, archi-
tecture, public policy, green building, and
product manufacturing. Come gain insight
into various ways industry has utilized sus-
tainability as a business strategy as much as
a marketing and communication strategy.
Stephanie Swanson
Principal, marketShift Strategies
A veteran strategist in the fields of marketing
communications, journalism, public rela-
tions and business development, she has
the ability to craft a clear, focused, effective
message that can unite diverse interests and
generate a common understanding. She
invests her expertise in challenging tradi-
tional marketing models to benefit emerging
sustainable industries.
Ruby Gates
Principal, MarketShift Strategies
Ms. Gates works closely with renown thought
leaders and cultivates effective metrics and
techniques designed to peel away traditional
business models. Ruby’s blend of skills and
talents activate consumer market shift that
demands and supports sustainable products
and services.
Building It San Carlos
Learning Level 201
Clearing the Air on Indoor Air
Quality
Green homebuyers want “good indoor air
quality” in their new green home. You’re
­trying to provide that, but the issue is com-
plex. We will summarize the science that
will allow you to accomplish your goals
and provide you with a new set of building
specifications designed to help ensure good
indoor air quality. These new specifications
are already part of LEED-H and Green Point
Rated.
Leif Magnuson
Residential Green Building Coordinator,
U.S. EPA Region IX, WST-7
Leif Magnuson is an environmental scientist
at the U.S. EPA in San Francisco. He has
coordinated pollution prevention and clean
production activities for the EPA for over 12
years. These activities involve partnerships
with industry, the public and government to
reduce toxics in products and improve man-
ufacturing efficiency to minimize pollution.
Planning & Development Santa Clara
Learning Level 101
Creating Community
Great neighborhoods don’t simply appear,
they evolve over time. So is it possible to
“create” community? Current examples
seem to suggest not. Instead of focusing on
how much housing can be built and for how
little, it’s time to rethink our whole approach
to community creation. Innovative examples
for helping to foster dynamic and desirable
neighborhoods will be explored.
Allison Arieff
Editor-at-Large, Sunset Magazine &
Columnist for the New York Times
Thursday September 25
Allison Arieff writes the “By Design” column Connections Room J2
for the New York Times, is Editor at Large for deeper levels of system integration
Sunset magazine, and lectures frequently on including the integration of ourselves
Luminaries in Green
master speakers
sustainability, architecture and design. Arieff with living systems.
has served as the Editor in Chief of Dwell, and West Coast Green keynote and
master speakers will join each
was the magazine’s founding senior editor.
She is the author of Prefab and Trailer Travel. other in this informal session to Bill Reed
tell their personal stories: from President, Integrative
occasional challenges that shifted Design Collaborative
Thursday 3:00PM – 4:00PM
them into action and a few jokes
Economics of Green Room J1 to stories that reveal the source of
their passion and insights. Architect and internationally recognized
Learning Level 201
figure in sustainability, Bill’s work focuses
Green Building Market Reports
on creating the framework for and man-
Drawing on market research from of MLS
aging the integrative, whole-systems
home and from product sales, experts offer Randy Hayes
Climate Policy Officer, design process; emphasizing build-
their research and insight into consumer
World Future Council ing evolutionary capability in design,
behavior in purchasing green homes as well
construction and engagement with our
as green products. Learn how consumers are
environment. He currently serves on the
responding to green messaging and hear
boards of the Northeast Sustainable
some effective strategies for reaching them.
Energy Association and CitiLog.
pr e se ntatio ns
Hear case studies of some surprising ROIs. Hunter Lovins
Founder & President,
Come to this panel to find out which invest-
ments it pays to make. Natural Capitalism
Room J4
Aaron Adelstein Solutions Marketing & Branding
Learning Level 101
Executive Director, Built Green Association
of King and Snohomish Counties The Emotion and Logic of Selling
Aaron is a certifier of environmentally friendly Sarah Susanka Green Homes
single-family homes, multi-family projects, Author, The Not So This session extends on “The Art and Sci-
remodels and developments in Washington Big House series and ence of Selling” session given at 1:30 today.
State. Built Green was named 2007 Green The Not So Big Life, Attend this session to learn how to use green
Building Program of the Year by the NAHB. Susanka Studios features to allow homebuyers to have a logi-
truth
Aaron serves on numerous boards and task cal reason to make the emotional decision
31
forces on green building and green jobs in to buy your green home. Builders and new
the Pacific Northwest. Allison Arieff home sales agents will learn how to educate
Editor-at-Large, homebuyers with timely, dynamic presenta-
JoAnna Abrams
Sunset Magazine and tions of green features.
Founder & CEO, The MindClick Group
Columnist for the
Ms. Abrams bridges the gap between clients’ Gordon Cooke
core business questions and market research New York Times Trainer & Marketing Specialist,
findings to deliver actionable, practical Building Knowledge Inc.
answers. She guides MindClick’s pioneering Gordon developed an innovative series of
approach to integrating technology, creative, training programs to assist builders in sell-
David Johnston ing energy efficiency and durability in higher
multi-media applications and research fun-
President, What’s
damentals. performing homes.
Working
radical
John Burshek
Chief Research Officer, Connections Room F
The MindClick Group
John’s vast experience in qualitative and
Plus Special Guests Thinking Through Hot Ideas:
Consultants are in the House
quantitative research and in the pioneering
of new research protocols and methodolo- Make use of business development consul-
tants from Kieretsu Forum, California Clean
gies have made him a renowned specialist in Architecture & Design Room J3
Tech Open, and masters of visual thinking,
applying the optimal research approach in Learning Level 201
order to answer client’s core business ques- Grove Consulting. Whether you are a busi-
ness, a non-profit, or an individual, prepare
tions. He created the Customer Experience The Philosophy and yourself for a strategic pitch to a group of
master speaker
Success™ program and the NetRaker Index™.
Practice of Integrative similarly oriented innovators and potentially
Roberta Berrent
Co-founder and COO,
Design, Part I: The be selected to pitch your idea to a panel of
The MindClick Group Foundation for Climate- Funders on Friday.
Ms. Berrent brings nearly 20 years of Solving Design and
experience in creative marketing, ­product True Sustainability
positioning, brand management and execu- Our thought processes will need
tive communications to her role at MindClick. to expand to permit us to reach
She is the award-winning creator of multiple a sustainable world condition.
national public service campaigns and out- Bill will engage participants in
reach programs. exploring how we can reach
Network like crazy attend a morning Networking Café 8:00-9:00 am daily

The Home Depot Foundation has made a commitment to
invest $400 million in communities over the next ten years.
This support will help create 100,000 affordable homes, built
responsibly, and the planting of over three million community
trees. While we count the homes that are built and the
trees that are planted, the true impact of this work will be
measured by the stories of people who will be empowered to
live healthy, safe and sustainable lives.
www.homedepotfoundation.org
OUR PLEDGE: $400 million • 100,000 homes • 3 million trees
Thursday 3:00PM – 4:00PM
Architecture & Design Almaden
Learning Level 201
Designing Through the Lens of
Social Change
IDEO has undertaken a series of
research efforts on Social Change.
This is a culmination of years of
master speakers
designing consumer experiences
for a wide variety of industries,
including healthcare, fitness,
­nutrition and a multitude of com-
panies seeking human centered
offerings. After recognizing the
pattern of behavior change as a
theme tying much of their work
together, IDEO has developed a
proprietary point of view entitled
“Design for the Gap.”
Chris Waugh
Practice Lead,
Consumer Experience
Design, IDEO
Chris Waugh is a leading member of
IDEO’s Consumer Experience Design
Practice in California. He has been
involved in a variety of IDEO innovation
breakthroughs ranging from food and
beverage to personal banking.
Technology & Materials Plaza
Learning Level 201
Green Finishes: Inside and Out
Together we will evaluate the most ecologi-
cal finishes for walls, ceilings, floors and
wood and how to assess the health, cost,
and ecological impacts of each finish choice.
Looking at why to use different finishes, light,
color, and texture can be as important as
low toxicity.
Tim Owen-Kennedy
President, Vital Systems
Tim owns and operates Vital Systems, a
leader in both the natural and green build-
ing movements for more than 12 years.
Their projects create inspired spaces with
healthy materials leading to new depths in
residential and commercial design/build and
materials innovation.
“A hero is no braver than
an ordinary man, but he is
braver five minutes ­longer.”
—Ralph Waldo Emerson
Gain perspective by visiting
Water & Landscaping San Carlos
Learning Level 101
World of Water: A 21st Century
Strategy
How do we address increasing demand
for this finite resource in an evolving world
with unknown climate change impacts?
The avoidance of depleting the ecological
systems we all depend on will require a new
vision of water management, policy, and
use. This presentation explores the relation-
ship between site design, regional planning,
landscape ecology, and water use patterns
moving into the decades ahead.
Josiah Cain
Landscape Architect & Chief
Design Officer, Design Ecology
Josiah Raison Cain is a landscape archi-
tect carrying degrees from UC Davis and
Harvard, with 15+ years of dedication to
“green” design. He was raised on a remote
organic farm in Northern California.
Energy & Power Santa Clara
Learning Level 301
CA:2020 Energy, Water, Climate,
Transportation Policy
The Golden State has some big goals for
2020: cut greenhouse gases by 30%, require
zero-energy homes, revolutionize vehicles
and significantly reduce water usage. AND
the Governor has committed to them! What
will this California look like? How do we get
from here to there? Come listen to front-line
stories and battle plans from Sacramento’s
green building policy war.
Panama Bartholomy
Advisor to Commissioner Karen Douglas,
California Energy Commission
Panama is an advisor to Commisioner Karen
Douglas of the California Energy Commis-
sion on topics including Green building,
land use, climate change, renewable energy,
transmission and biofuels policy. He drives
a biodiesel powered car and tries to play
Mandolin.
Darren Bouton
Deputy Cabinet Secretary, Office of
Governor Arnold Schwarzenegger
Darren is responsible for implementing
Governor Schwarzenegger’s Energy, Environ-
mental and Resources policy. He acts as the
Governor’s liaison to the California Resources
Agency, the California Environmental Protec-
tion Agency, the California Public Utilities
Commission and the California Independent
System Operator. Before working in the Gov-
ernor’s Office, Darren served as Manager of
Sustainable Communities for the Pacific Gas
and Electric Company, and Senior Program
Manager of Renewable Energy Programs at
PG&E’s Pacific Energy Center.
the “Ask An Expert” area on the Tradeshow Floor
Thursday September 25
Thursday 4:30PM – 6:30PM
Government & Policy Room J1
Learning Level 301
A Spirited Conversation:
Keeping the State In or Out
of Our Building Codes
Review State Green Building Code. Discuss:
Why is the state doing it? Is it right? Should it
be mandatory, voluntary, or a combination?
How does it interfere with Green Point Rated,
LEED and other rating systems? Should it
preempt local codes?
Moderator: Bob Chase
Chief Building Official, City of Sacramento
Bob has served as the City of Sacramento’s
Chief Building Official since June 2006. He
has 35 years experience as a private sector
architect. He serves on the AIA Central Valley
Chapter Board of Directors, and on the Exec-
pr e se ntatio ns
utive and Program Committees of the Urban
Land Institute Sacramento Chapter.
Rich Chien
Residential Green Building Coordinator,
SF Dept of the Environment
Rich Chien crafts programs for outreach,
technical assistance, and policy develop-
ment to green private sector buildings
in San Francisco. Rich holds degrees in
architecture and city planning, is a LEED
Accredited Professional and serves on the
board of Build It Green.
33
Bob Raymer
Senior Advocate, California
Building Industry Association
Bob was hired by the California Build-
ing Industry Association in 1981 as Staff
Engineer and currently serves as Technical
Director for CBIA. In this capacity, Bob rep-
resents California homebuilders at the local,
state and national level on such code-related
issues as energy efficiency, green building
design, disabled accessibility, fire safety, and
indoor air quality.
Nick Zigelbaum
Energy Analyst, Natural Resource
Defense Council (NRDC)
Nick Zigelbaum currently works at the NRDC
as a legislative and regulatory advocate
for state and federal building energy codes
for multiple US states and China. More
generally, he works to advance the energy
efficiency of the built environment.
Doug Hensel
Assistant Deputy Director of Codes
and Standards, CA Department of
Housing and Community Development
Doug Hensel was appointed Assistant
Deputy Director of Codes and Standards
for HCD by Governor Schwarzenegger in
2006. He has also served as the State Hous-
ing Law program manager and as a District
Representative for HCD. Doug has 18 years
experience working in local government.

Thursday 4:30PM – 6:30PM
Economics of Green Room J2
Learning Level 201
Measuring the Market for
Green Residential
Development
master speakers
This session will discuss the evi-
dence, data, and strategies for
bringing green homes to the main-
stream home buyer. We will begin
with a detailed overview of new
consumer research on the demand
for green homes and attitudes
towards energy efficiency. Shyam
will also share data that quantifies
the market performance of green
residential projects.
pr e se n tations
Shyam Kannan
Vice President, RCLCO
A frequent author and presenter, Shyam
merges real estate market analysis with a
decade of experience in green buildings.
Shyam provides clients strategic advice
technology
based on analytics surrounding green
34
building and brownfield redevelopment.
Architecture & Design Room J3
Learning Level 301
The Philosophy and
master speakers
Practice of Integrative
Design, Part II:
Facilitating Integrated
Designs
Our thought processes will need
to expand to permit us to reach
a sustainable world condition.
Therefore, Bill will engage par-
ticipants in exploring how we can
reach deeper levels of system inte-
gration including the integration
of ourselves with living systems.
green
Bill Reed
President, Integrative
Design Collaborative
An architect and internationally recog-
nized figure in sustainability, Bill’s work
focuses on creating the framework for
and managing the integrative, whole-
systems design process. He empha-
sizes building evolutionary capability in
design, construction, and engagement
with our environment. He currently serves
on the boards of the Northeast Sustain-
able Energy Association and CitiLog.
Innovation & Clean Tech Room J4
Learning Level 101
The State of Clean Tech Investing
Foundation Capital has dedicated over
$400 million in early stage venture funds to
clean tech investing and has already expe-
rienced its first $1 billion return. Why have
they chosen to invest in energy efficiency
over creating new sources of energy? How
has green building factored into the energy
efficiency story? Where will the most promis-
ing Clean Tech start-ups come from in the
next five years?
Moderator: Paul Holland
General Partner, Foundation Capital
Paul is an early-stage investor who focuses
on green building companies that provide
eco-friendly materials for sustainable devel-
opment.
Trae Vassallo
Partner, Kleiner Perkins Caufield & Byers
Since joining the firm in 2002, Trae has
put her technical and entrepreneurial back-
ground to work with companies in two main
areas: Greentech and Consumer Internet.
Fahri Diner
Managing Director, Sigma Partners
During his 15-year entrepreneurial career in
the high-tech industry, Fahri repeatedly dem-
onstrated his savvy by conceiving compelling
value propositions and building high-tech
organizations that successfully execute
aggressive business plans. Having joined
Sigma Partners in 2006, Fahri applies his
expertise by identifying strong entrepreneurs
with good ideas and then funding them to
build market-leading companies.
Raj Atluru
Managing Director, Draper Fisher Jurvetson
Mr. Atluru currently focuses on emerging
clean technologies, business and consumer
services, and wireless technologies. He has
over 14 years of venture capital, private
equity, and leveraged finance experience
both domestically and in emerging markets
with a specific focus on India. Raj is fre-
quently cited in the Wall Street Journal.
Connections Room F
Pre-Seeding Great Ideas –
A Small Group Pitch-In
Come join an active group of people to
explore your ideas as well as theirs, and
then pitch these ideas to each other. After a
critique, each group will select one viable
concept to be vetted by a Funder’s Panel on
Friday afternoon. Groups will include: Build-
ing Materials and Efficiency, Energy Efficiency
and Alternative Energy, Water Efficiency
and Landscaping, Housing Innovations, or
Community Design & Development and
much more.
Moderator: Dr. Eric Hansen
President, The Economic
Transformations Group
Dr. Hansen leads broad-based economic
change projects worldwide. His innovative
regional clustering economic development
projects help regions and industries flour-
ish and become prosperous in the global
economy.
Moderator: Myan Baker
Senior Consultant, Economic
Transformations Group
An innovative consultant inspired by
nature, Myan happily detects and cultivates
emergent whole systems and processes.
Capitalizing on the strengths of people in
organizations and networks, she has
a talent for facilitating adaptive change
breakthroughs. A strong orientation toward
action coupled with ingenious process
design enables her clients to achieve extra­
ordinary results.
Architecture & Design Almaden
Learning Level 201
Demand Side Sustainability
How do we create sustainable
products that everyone will want?
master speakers
Unless there’s demand in the mass
market, sustainable products will
continue to have limited impact.
IDEO shares learnings from the
intersection of sustainability and
design, and reveals demand-side
opportunities often overlooked by
supply-side efficiencies. Attendees
will then get hands-on experience
using IDEO’s process to address
sustainability.
Steve Bishop
Sustainability Domain
Lead, IDEO
Steve applies design thinking to the issues
of sustainability for IDEO clients and IDEO
itself. He has lead programs across sev-
eral industries and holds several patents.
Technology & Materials Plaza
Learning Level 301
From High-Tech to Slow Green:
Innovation Across the Spectrum of
Green Technologies
A team of Architects, Engineers and Builders
will share their experiences incorporating
both cutting-edge and “low-tech” sustain-
able technologies into their projects. Case
studies will be examined, including appli-
cations to the higher levels of LEED. This
session is tailored for the design, engineer or
construction professional familiar with envi-
ronmental design who wants to elevate their
knowledge to the next level. The format will
be a “town meeting” discussion with audi-
ence participation.
Moderator: Sara Rosenthal
Principal, Healthy Buildings USA
Sara works on sustainable and healthy build-
ing in both the residential and commercial
sectors. Ms. Rosenthal previously led the
sustainability initiatives within the develop-
ment and property management divisions of
a multifamily development organization.
Bob Massaro
CEO, Healthy Buildings
Management Group, Inc.
Bob Massaro has built over 100 projects
throughout California. His integrated
approach to Design / Build strives to con-
tinue the advancement of sustainable and
healthy building technologies.
Jeff Blaevoet, PE
Principal, Guttman and Blaevoet
Jeff has over 26 years of experience design-
ing mechanical systems for commercial,
healthcare, educational, civic/cultural and
residential buildings. Specialized in innovative
applications of cutting-edge technologies,
he has received national awards for energy
conservation and sustainable design. Jeff is a
Principal at Guttmann & Blaevoet, a certified
Green Business in California.
Sandra Reed
President, ZAC Landscape Architects
Sandra has over twenty years of experience
in landscape architecture. Her objective is to
create artful outdoor spaces that are memo-
rable as unique expressions of a specific
place and the people who inhabit them.
Bianca Gomez
Project Engineer, Summit Engineering
Bianca works closely with architects, con­
tractors, utility consultants and property
owners to conceptualize and develop
engineering designs for existing and new
commercial facilities. She specializes in
engineering design for wineries, and
works on multi­disciplinary projects within
structural, water/wastewater, and electrical
engineering divisions.
Relax in the
Government & Policy San Carlos
Learning Level 201
Local Policy Showcase and Summit
Come hear several local jurisdictions show-
case their most promising building policies
and practices and then articulate conditions
that accelerate adoption of these policies –
including and beyond state initiated building
codes. Come prepared to share what you
know as well.
Moderator: Brian Gitt
CEO & Executive Director, Build It Green
Since 2004 Brian has directed green build-
ing programs and initiatives that promote
healthy, energy and resource efficient build-
ings in California. He combines his passion
with extensive experience working in the
environmental and construction industries.
Moderator: Racquel Palmese
Managing Editor, Green Technology
Racquel produces publications and events
related to green government in California.
An environmental writer and researcher since
the 1980s, she has authored hundreds of
articles and two books on environmental
subjects.
Patti Southard
Program Manager, King County GreenTools
In addition to being Program Manager for
the King County Green Tools program, Patti
is also creative director for the EcoConsumer
Program and provides technical assistance
for the County’s LEED and Built Green initia-
tives. Patti’s background includes business
development, advertising and environmental
science.
Wendy Sommer
Senior Program Manager, Alameda
County Waste Management Association
Wendy manages numerous projects focusing
on green building, public policy, and mar-
keting. She serves as the primary liasion for
Alameda County cities on the development
of green building policies and ordinances.
Michelle Stahlhut
Land Use Planner, City of San Jose
Michelle is a LEED AP and Certified Green
Building Professional leading the Department
of Planning, Building and Code Enforce-
ment’s effort to implement a green building
policy for private sector development.
Discussion Leaders:
David Barnes
Planner, City of Kirkland
Peter Bruck
Building Official, City of Rohnert Park
Neal DeSnoo
Manager, Energy & Development Division,
City of Berkeley Planning Dept.
Nap Room in the University Room
Thursday September 25
Economics of Green Santa Clara
Learning Level 201
Financing High Performance
Affordable Housing
Financing green affordable housing requires
a variety of funding and program mecha-
nisms. Energy efficiency, solar/PV, and green
building programs range from policies that
increase cash flow to Federal Energy Effi-
ciency Tax Credits. Such program incentives,
facilitate owner/developer investments in
high-performance buildings and help gain a
return on that investment. The key is to get
the organizational structures in place early
and plan your financing strategy with con-
ventional and creative financing sources.
Moderator: Heather Larson
Program Manager, Stop Waste
Ms. Larson’s technical expertise, experi-
ence in green architecture, and successful
pr e se ntatio ns
management of California Multi-family New
Homes Programs have brought her to the
forefront of market transformation in efficient
multifamily housing.
Julieann Summerford
Associate Director of Implementation,
Heschong Mahone Group, Inc.
Julieann has designed and implemented
energy efficiency programs serving the multi-
family market and include design assistance,
incentives, and policy. She has served as
chair of the California Association of Build-
35
ing Energy Consultants and holds a B.S. in
Environmental Policy Analysis and Planning
from UC Davis.
Nehemiah Stone
Director of DSM Implementation,
KEMA Services, Inc.
Nehemiah works as a builder, building
official, and consultant. He designed and
launched California’s first Multifamily New
Construction program and has been involved
in numerous efforts to promote cost-effective
energy efficiency in multifamily buildings for
the past nine years.
Ramon Mendez Jr.
Director, Technical Assistance & Training,
Enterprise Community Partners
Ramon has 17 years of experience in the
financing and development
of affordable housing
in California.
“There is nothing in a
cater­pillar that tells you it’s
going to be a butterfly.”
—R. Buckminster Fuller
 dare greatly. dare greatly.

BEAUTY AND SUSTAINABILITY

FOR A LASTING IMPRESSION

26300 La Alameda
Mission Viejo, CA 92691
888.800.7864 U www.ArtisanLuxury.com
© 2008 James Hardie International Finance B.V. All
rights reserved. TM, SM, and ® denote trademarks
or registered trademarks of James Hardie International
Finance B.V. The Artisan logo is a registered trademark
of James Hardie International Finance B.V.

37
36

IT’S ONLY BRILLIANT IF IT’S

SUSTAINABLE BY DESIGN.

Designing for sustainability includes reducing the impact

on the natural world, and the need for new ideas in the
green building movement has never been greater. So here’s
to the innovators and to West Coast Green for providing THETRUSTEDAUTHORITYONSEXYSUSTAINABLESTYLE
a venue to expand ideas with green in mind.

BE THE FIRST TO KNOW ABOUT THE BEST,

MOST STYLISH ECO-FRIENDLY PRODUCTS

Founded by green design guru Zem Joaquin, ecofabulous.com is the online

destination for sexy, sustainable style. Offering fresh, informative reviews
of today’s hottest products, the ecofabulous crew scours the green market
to showcase only those items that meet our stringent criteria.

Autodesk is a registered trademark of Autodesk, Inc., in the

USA and/or other countries. All other brand names, product
names, or trademarks belong to their respective holders.
BEAUTY FASHION HOME KIDS LIFESTYLE TOURS
© 2008 Autodesk, Inc. All rights reserved.

Sarah Susanka
Author, The Not So Big House
series and The Not So Big Life,
Susanka Studios
Susanka is a best selling author, archi-
tect and cultural visionary whose “build
better, not bigger” approach to residen-
tial architecture is leading a movement
that is redefining the American home.
Her “Not So Big” philosophy has
sparked an international dialogue. She
pr e se n tations
has been featured on the Charlie Rose
and Oprah Winfrey shows, and in USA
Today and the Wall Street Journal.
Friday 1:30PM – 2:30PM
Government & Policy Room J1
Learning Level 201
38
A Changing Climate in a
Changing Market: Part I
The State of California is implementing
groundbreaking climate and energy policies
while the housing market is going through
a massive readjustment. How do we protect
our planet and homeownership opportunities
at the same time? If you want to know what
is unfolding in California policy and what it
means to you and your business this is the
session to attend.
Moderator: Panama Bartholomy
Advisor to Commissioner Karen Douglas,
California Energy Commission
Panama is an advisor to Commisioner Karen
Douglas on topics including Green Building,
land use, climate change, renewable energy,
transmission, and biofuels policy. He drives
a biodiesel powered car and tries to play
Mandolin.
Dana Papke
Senior Air Pollution Control
Specialist & Green Building Lead,
California Air Resources Board
As a member of the California Air Resources
Board, she works toward reducing GHG emis-
sions to 1990 levels by 2020 – a reduction
of about 25 percent, and then an 80 percent
reduction below 1990 levels by 2050.
Friday 9:30AM – 11:30AM   J Hall
David Suzuki
Author & TV Host, The Nature of Things,
David Suzuki Foundation
David Suzuki is one of the world’s most rec-
ognizable and influential environmentalists.
In a distinguished public career spanning
more than thirty years, he has done much
to raise public consciousness about envi-
ronmental issues and galvanize efforts to
preserve and protect our natural world. For
his work Suzuki has received a UNESCO
Prize for Science, as well as the United
Nations Environmental Medal. He is the host
of the award-winning television show The
Nature of Things.
Janill Richards
Deputy Attorney General, Office
of the Attorney General
Ms. Richards has served as a Deputy Attor-
ney General in the Environment Section of
the California Attorney General’s Office
since 1998. Her assignments have encom-
passed a variety of environmental subjects
including hazardous wastes and substances,
water quality, Proposition 65, the California
Environmental Quality Act (CEQA) and the
National Environmental Policy Act (NEPA).
Chris Pyke
Director of Climate Change
Services, CTG Energetics
CTG helps create built environments that
save energy, reduce greenhouse gas emis-
sions, manage risk, and create competitive
advantage. Dr. Pyke is also assisting the US
Green Building Council with the develop-
ment of the LEED 2009 rating system.
Cal Broomhead
Energy & Climate Programs Manager,
City and County of San Francisco
Cal has 21 years of experience in the energy
field. He has managed over $20 million in
energy efficiency programs including assis-
tance to over 5,000 small businesses for the
reduction of their energy consumption and
costs. Cal was also instrumental in develop-
ing the City’s programs for sustainability,
green building, electric reliability, and cli-
mate action.
keynote
Hunter Lovins
Founder & President,
Natural Capitalism Solutions
Hunter Lovins is an international
opening
consultant, professor, speaker and
author on enhancing business
value while practicing environ-
mental sustainability. She presents
regularly to audiences ranging
from business, government, com-
munity groups and universities. For
over 20 years, she has been widely
published, quoted and referred
to on how being environmentally
friendly increases profits.
Richard Lyon
Senior Advocate, California
Building Industry Association
Richard has been with the California Build-
ing Industry Association for over 20 years.
CBIA is a statewide trade association repre-
senting more than 6,700 companies. As the
Senior Legislative Advocate, he is responsible
for land use, housing, infrastructure, school
facility, and local government finance issues
impacting the industry.
Get inspired by
“When you do things from
your soul, you feel a river
moving in you, a joy.”
—Rumi
Building It Room J2
Learning Level 101
A Healthy Home:
Two Decades of Progress
Join a conversation between Mary
Cordaro and Jennifer Roberts, as
they take you on a virtual walk-
through of Cordaro’s own healthy
master speakers
home. Using video clips, they will
show her ongoing lab; a 1950s
Southern Californian house that
she has been renovating over the
past 18 years using principles
that integrate Bau-Biologie and
building science. In the process,
they will highlight fundamental
strategies for identifying and
remediating common home-
health ­problems.
Jennifer Roberts
Author, Good
Green Kitchens
Jennifer Roberts is the author of Good
Green Homes, Good Green Kitchens
and Redux. Her articles about green
homes and green living have appeared
in many publications including Dwell,
The Financial Times, San Francisco Busi-
ness Times, Body + Soul, Professional
Builder, and This Old House.
Mary Cordaro
President & Founder,
H3Environmental
Mary Cordaro is a consultant and edu-
cator who helps to solve indoor air and
EMF ­problems, and specifies healthy
alternatives to conventional building
materials and systems since 1989.
Mary’s unique, interdisciplinary team
approach integrates Bau-Biologie, build-
ing science, and Green Building.
emerging products
Architecture & Design Room J3
Learning Level 301
Sacred Geometry:
Updating Plato
Plato stated: God is a geometer.
Learn what this statement really
master speakers
means. Although best known
for her work in architecture and
life design, Sarah Susanka has
another passion – the architecture
of all manifestation. Informing
every shape and object in our uni-
verse is a set of very simple forms
called Platonic Solids. They can
teach us an enormous amount if
we understand how to work and
play with them.
Sarah Susanka
Author, The Not So
Big House series and
The Not So Big Life,
Susanka Studios
Susanka is a bestselling author, architect
and cultural visionary whose “build bet-
ter, not bigger” approach to residential
architecture is leading a movement that
is redefining the American home. Her
“Not So Big” philosophy has sparked
an international dialogue. She has been
featured on the Charlie Rose and Oprah
Winfrey shows, and in USA Today and
the Wall Street Journal.
Marketing & Branding Room J4
Learning Level 201
Creating Sustainable Brands:
Learnings From the Field
Explore ground breaking sustainability
branding campaigns and develop an eye for
identifying the key ingredients for creating
authenticity and success. This session will
empower you to predict what it will take for
sustainability to remain at the core of a busi-
ness over time.
Celia Canfield
Principal, Eco Vertex
As a marketer with over 25 years of expe-
rience in publishing, she has created
content-rich communications programs for
leading global brands. After working with
media companies including McGraw-Hill,
CMP, IDG, Ziff-Davis, Celia launched a
web content publishing company, Tendo
Communications. In 2007, Celia launched
EcoVertex, a sustainability and green media
and marketing company.
in the Innovation Pipeline, on the Tradeshow Floor
friday September 26
Pam Van Orden
President, Enlightened Brand
Throughout her 30-year career, Pam has
kept one foot in the world of business and
the other in the world of consciousness.
These dual passions have led her to focus
her work on the roles of awareness and
integrity in building brands that succeed in
the workplace and the marketplace.
KoAnn Skrzyniarz
Founder/CEO, Sustainable Life Media
She founded the company in 2004 to con-
tribute her media experience to the emerging
field of sustainable living and sustainable
business. KoAnn is interested in building
integrated media brands and franchises,
particularly in emerging technology markets.
Her practice is deeply connected to the
green, socially responsible eco-system of
market participants.
pr e se ntatio ns
Connections Room F
Learning Level 201
Academic Challenge –
How Fast Can We Adapt?
solutions
Come listen and contribute to a dialogue
about the strengths and weaknesses within
sustainability education and participate in
the creation of new educational programs
and methods for the teaching of sustain-
ability. Participants will be able to compare
and contrast certificate and degree programs
39
in Green MBA, Sustainable Design, Sustain-
able Communities, and Green Building
among others.
Michael Sammet
Program Director, UC Berkeley Extension
Michael Sammet (B.A) UC Berkeley, (M.A.)
Stanford University, is a teacher, activist, and
radio programmer. He currently is the Pro-
gram Director and instructor for UC Berkeley
Extension’s Sustainable Design program and
hosts a weekly radio show in Santa Cruz,
California.
sustainable

Friday 1:30PM – 2:30PM
Planning & Development Almaden
Learning Level 201
Creating Regenerative
Developments, Part I:
Looking Behind the
Curtains of Successful
master speakers
Communities
The nation’s leading experts in
development will explore how
flourishing communities are
developed and the people and
processes that create them. Hear
success stories from government,
non-profit and business sectors.
Learn the roles developers play in
creating the conditions that will
solve the climate crisis.
pr e se n tations
Moderator:
John Knott
Founder & CEO,
The Noisette
Company, LLC
Rick Holliday
Founder & President
Holliday Development
40
Valerie Garrett
Regional Green
Development Resource
Center Coordinator,
City of Portland
Plus Special Guests
Hosted by
Architecture & Design
Learning Level 101
Myth Busting: New Directions in
Sustainable Interior Design
Innovative resources are streaming in as
suppliers wake up to the realization that
consumers want greener and more healthy
interiors. Be inspired by two leaders in the
green residential design field as they tell
the “how” of who is making healthy, green
furnishings become a reality. Learn about
Bau-biologie™, a movement promoting the
use of healthy building principles as a means
to improve living spaces and the health of
people who occupy them.
Rowena Finegan
Owner & Principal Designer, Eco-terric
Rowena Finegan, BBEC is a certified
­Bau-biologist and the owner and principal
designer at Eco-terric in San Francisco and
Bozeman, MT. Eco-terric boutiques offer
healthy living products and services for
the home.
Kari Foster
Interior Designer, Associates 3
Kari Foster of award winning interior design
firm Associates III is co-author of Sustainable
Residential Interiors and currently heading up
the interior design for Mountain Living Mag-
azine’s Natural Green Dream Home 2008.
San Carlos
Innovation & Clean Tech
Learning Level 201
Two VC Projects Come Through
This dialogue between a VC principal and
their product designer will expose their
shared experience – in context of what it
takes to bring a project into fruition.
Moderator: Chuck Erickson
Assistant Director, San Jose
Environmental Business Cluster
The San Jose Environmental Business Cluster
serves approximately 15 startup companies
in the clean and renewable energy market.
Previously, Chuck worked as a business
consultant specializing in start-up or start-
over operations and activities involving CEO
coaching, interim CEO/COO positioning,
and project management.
Bryant Tong
Managing Director, Nth Power
Mr. Tong leads investments in promising
startup companies in the growing sector
of energy technology, materials, and other
related businesses; Nth Power is regarded
as the driving force behind their success.
He chairs the China–U.S. Energy Efficiency
Alliance and serves on the University of San
Francisco Entrepreneurship Program Advisory
Board.
Zach Gentry
CEO & Co-Founder, Adura Technologies
Adura Technologies provides wireless lighting
management solutions that save businesses
Plaza significantly on lighting costs. Zach has spent
twelve years in business development and
marketing roles in energy, computers and
financial services. Prior to Adura, he worked
with SunPower Corporation, a solar panel
manufacturer, working on their U.S. com-
mercial building strategy.
Marc Carlson
CEO, Microposite, Inc.
Marc currently operates as the CEO of
Microposite Inc., a company that special-
izes in manufacturing innovative Green
Building products. He has also served as
the Chief Marketing Officer for the Sigma
Chi ­International Fraternity for the past three
years, is an Eagle Scout and participates in
several triathlons each year.
Lee Burrows
Principal, VantagePoint Venture Partners
Lee brings 15 years of broad semiconductor
technology expertise to the Firm specifically
in the areas of wireless, semiconductor pro-
cessing, advanced materials, and analog
and mixed signal technologies. Before join-
ing VantagePoint in 2002, he founded an
optical component company which was sub-
sequently acquired by New Focus, a leading
photonics solutions provider.
Technology & Materials Santa Clara
Learning Level 201
Measuring What Matters:
How Sustainability Dashboards
and Generative Feedback Can
Help People and Organizations
Change Habits
The proof is in the Prius: performance feed-
back doesn’t just track behavior, it drives it,
and changes the way people think about
it without the incentives and penalties that
are the usual first recourse of public policy.
Sustainability dashboards are the next big
thing – for homes, buildings, businesses and
communities. Intelligence dashboards are all
the rage.
Gil Friend
President & CEO, Natural Logic
Gil is a systems ecologist and business strat-
egist with 30 years of experience in business
development and environmental innovation.
Warren Karlenzig
President & CEO, Common Current
Warren Karlenzig has worked with nations,
the State of California, cities, and major
corporations to develop sustainability policy
metrics and strategies. He is author of How
Green is Your City?, Blueprint for Greening
Affordable Housing, and a chapter in Grow-
ing Greener Cities.
Peter Sharer
CEO, AgileWaves
Peter has over twenty years of experience in
science applications, software development
and IT – primarily in leadership roles. Prior
to founding Agilewaves, he was leading a
team at MW2 Consulting, a pioneer in SOA
(Service Oriented Architecture), deploying
Business Service Management solutions to
Fortune 500 companies.
Friday 3:00PM – 4:00PM
Government & Policy Room J1
Learning Level 201
A Changing Climate in a
Changing Market: Part II
Please refer to the description on page 38.
Economics of Green Room J2
Learning Level 301
The Business Case for Building
the Green Way
The Harvard Business Review article
“Building the Green Way” states,
“Owners of standard buildings
master speakers
face massive obsolescence.” This
session will make the “Integrated
Bottom Line” business case for
remodeling and building green.
Learn what to do to get ahead of
the climate protection curve, gain
competitive advantage, enhance
worker productivity and reduce
health care costs. Learn why the
right thing do to protect invest-
ments is the best thing to do.
Hunter Lovins
Founder & President,
Natural Capitalism
Solutions
Hunter is an international consultant,
professor, speaker, and author on
enhancing business value while practic-
ing environmental sustainability. She
presents regularly to audiences within
business, government, community
groups and Universities. For over 20
years she and her reserach have been
widely published, quoted and referred to
on how being environmentally friendly
increases profits.
William Hayward
President, CEO, Chief
Sustainability Officer,
Hayward Lumber
Mr. Hayward assumed leadership of
Hayward Lumber Company in 1993.
Under Bill’s direction, the company has
grown from $33,000,000 in annual
sales to $112,000,000. Hayward has
become a national leader in the supply-
ing of sustainable building products.
Hit the streets tonight for the
“With courage you will
dare to take risks, have the
strength to be compassion-
ate and the wisdom to be
humble. Courage is the
foundation of integrity.”
—Keshavan Nair
Technology & Materials
Learning Level 101
The Future of Technology
and Sustainable Design
This session will bring together an
architect, an engineer, and an
industrial designer to discuss how
­technology is rapidly accelerat-
ing sustainable design decisions.
Moderated by Lynelle Cameron,
Director of Sustainability at
Autodesk, the panel will explore
how 3D modeling, building infor-
mation modeling (BIM) and digital
prototyping (DP) enable designers
to visualize, simulate, and analyze
their designs before they are real.
Panelists will also discuss the future
of design innovation technologies.
Moderator:
Lynelle Preston
Cameron
Director of
Sustainability,
Autodesk
Lynelle is Director of Sustainability at
Autodesk, a leading provider of design
innovation software. Lynelle is focused
on integrating sustainable design into
Autodesk’s product strategy while also
optimizing the company’s environmental
footprint. Lynelle is on the Board of the
Biomimicry Institute, Advisory Board of
Net Impact and is a published author on
sustainability.
Plus Special Guests
Government & Policy
Learning Level 201
Solar Power as a Zero Energy
Home Solution
See clearly how solar is changing the face of
the Golden State’s housing market. Begin-
ning with a policy perspective, learn from a
solar company, a home builder, and a Utility
friday September 26
representative how solar panels can become
an affordable Zero energy home strategy, a
standard feature in new communities, and a
market differentiator for builders
Moderator: Tim Tutt
Advisor to Chairman Pfannenstiel,
California Energy Commission
Tim has worked at the Commission on
renewable energy, energy efficiency, and
demand forecasting. Tim has also worked at
Southern California Edison and the Jet Pro-
pulsion Laboratory.
Aaron Nitzkin
Vice President, OCR Solar & Roofing, Inc.
Aaron has over 14 years of business devel-
Room J3 opment, sales, and marketing experience
working for both start-ups and Fortune
Global 500 companies in diverse industries.
Since 2002, he has been pursuing his pas-
sion for Green Building and the application
of solar on new residential construction.
pr e se ntatio ns
He currently works for OCR Solar & Roof-
ing, the leading solar roofing contractor in
­California.
master speakers
Dale Garren
VP Construction, Pinn Brothers Fine Homes
Dale Garren is Vice President of the East Bay
division of Pinn Bros Fine Homes. During
the course of his 25 year tenure Dale has
worked in every facet of Real Estate Develop-
ment from land acquisition to entitlement,
wisdom
product and Construction Document Devel-
41
opment, Construction, Marketing and Post
Sale Administration and Customer Service.
Mike Keesee
Project Manager, Energy Efficiency,
Sacramento Municipal Utility District
Mr. Keesee is a project manager for the Sac-
ramento Municipal Utility (SMUD)’s Energy
Efficiency Customer Research & Develop-
ment (EECR&D) program. Currently Mike is
working on a zero energy/zero peak dem-
onstration home, Home of the Future, zero
energy commercial buildings, and analyzing
the potential impact of large scale PV.
Connections Room F
Perfecting Hot Ideas with
Consultants and Graphic
Recorders
shared
Make use of business development consul-
tants from Kieretsu Forum, California Clean
Tech Open, and masters of visual thinking,
Grove Consulting. Whether you are just
developing an idea, taking it to the next
Room J4
level or getting ready to pitch it to potential
investors this session will move you for-
ward rapidly.
PDX Lounge Pub Crawl
 friday September 26

Friday 3:00PM – 4:00PM
Planning & Development Almaden
Creating Regenerative
Developments, Part II:
Mapping Community Needs
SG Blocks™ is the Premier Provider of Learn how to evaluate and plan for
increased community vitality and long
Engineered Container Based
term sustainability, including massive
Sustainable Building Systems GHG emissions reductions, using
Water & Landscaping Plaza
Learning Level 201
The Sexiest Large Scale Water
Design Applications We Have
Ever Seen
Visionary, leading designers will share their
experience integrating water and architecture
as a means for saving energy, purifying air,
and sustaining life. Paul Kephart of Rana
Creek will provide a sneak preview of how
pond and river systems will filter the air at the
Jeff Oberdorfer, FAIA CDS
Executive Director, First Community Housing
Jeff is an award-winning architect and urban
designer who has transformed First Commu-
nity Housing, over the past eight years, into
a pioneer of “greening” affordable housing.
Prior to joining FCH, Jeff was Principal Archi-
tect for the San Jose Redevelopment Agency.
Innovation & Clean Tech Santa Clara
Learning Level 101

new SF Transbay Terminal. Bry Sarte of Sher- Clean Tech Just Keeps
GIS and other mapping tools sup-

master speakers
ported by on-the-ground analysis
SG Blocks™ "Harbinger" and community involvement. Look
at how an Oakland initiative is
Designed by Lawrence Group embracing a regional vision of
sustainability at the neighborhood
level, working with City and
citizens to plan for reinvesting in
and revitalizing neighborhood
wood Design Engineers will discuss methods
for designing working wetlands and using
stormwater to revitalize urban spaces.
Moderator: Andy Mannle
Senior Editor, Arc Wire
Andy Mannle is Senior Editor of Arcwire.org,
an organization of independent journalists
dedicated to covering sustainable policy,
Getting Cooler
Diverse perspectives will be presented
regarding the most recent and successful
innovations in energy efficiency and build-
ing materials. Get a glimpse into the future
by learning about solutions that have the
highest attention from researchers, entrepre-
neurs, VCs and new companies. Also, hear

centers for long term economic innovations and solutions. He is co-founder
prosperity, environmental quality of the Green Talk Network, and a consultant
and social equity. for a variety of green businesses, media out-
lets, and environmental organizations.
Paul Kephart
John Knott President, Rana Creek
Founder & CEO, A trained biologist and dedicated ecologist,
The Noisette Paul has over twenty years of diverse experi-
Company, LLC ence in the field of ecological design. He
is recognized as one of the top horticulture
experts in California and designs “living
roofs” dedicated to watershed management
pr e se ntatio ns
who is being ignored and what their biggest
obstacles to success are.
Marc Gottschalk
Co-Founder, CCTO
Marc is a partner in Wilson Sonsini Goodrich
& Rosati’s real estate and environmental prac-
tice and heads their environmental practice.
Marc also coordinates the firm’s energy and
environmental technology practice. He serves
as co-chair of the 2007 California CleanTech
Open, the nation’s premier business plan
competition for clean technology ventures.

and corridors for migratory wildlife.
Kirstin Miller
Bry Sarte
Executive Director,
Ecocity Builders Principal, Sherwood Engineers
His firm has built an international reputation
by providing engineering services and
design solutions that reflect their deep
43
Kevin Surace
President & CEO, Serious Materials
Mr. Surace brought 25 years of engineering,
manufacturing, and executive experience to
Serious Materials when he joined as CEO in
2002. He is considered a technology leader

West Coast Green 2008 commitment to executing well-planned, in developing low-carbon-footprint materials.
A. Foyer/Stair/Hall K. Hall
B. Kitchen L. Master Bedroom
C. Dining Area M. Walk-In Closet Kemba Shakur sustainable alternatives for our world-wide Norman Bourassa
D. Living Area N. Master Bath
Executive Director, communities. A highlight of their sustainable Team Lead, PIER – Buildings
ShowHouse
E. Utility Room P. Linen Closet
F. Study/Guest Q. Bedroom Urban Releaf business model is their choice to purchase End-Use Efficiency Research,
G. Porch R. Bathroom
H. Walk-Out S. Balcony renewable energy credits to offset their usage California Energy Commission
of fossil fuels. Mr. Bourassa is the Program Manager for
the Public Interest Energy Research (PIER)
Building It San Carlos
Buildings Program at the California Energy
Colin Grant Commission. Previously he worked in building
Learning Level 301
Founder and CEO, energy efficiency as a consulting energy engi-
First Community Housing Paves neer and an LBNL researcher. He has degrees
BORN GREEN
Visible Strategies
the Road for LEED Affordable in Architecture (UC Berkeley) and Electronics
Multi-family Housing Engineering (NAIT in Edmonton, Alberta).
With Hosted by Based on the experience of First Community
Housing, a national leader acknowledged
SG BLOCKSTM for greening urban, multifamily afford-
able housing, learn the processes used to
develop a team-centered organization-wide “Everyone has been made
approach to green. Along the way learn how for some particular work,
best to utilize LEED certification systems for
and the desire for that work
Lawrence Group is the multifamily developments. You will be able
has been put in every heart.”
to differentiate their approach from a more
designer of the 2008 common approach which is adding green
It all starts with elements project by project.
West Coast Green ShowHouse GreenSteelTM fabricated from
—RUMI

shipping containers at
SGBlocks partner
www.sgblocks.com ConGlobal Industries
www.thelawrencegroup.com

Friday 4:30PM – 6:30PM
Marketing & Branding Room J1
Learning Level 201
Marketing: Behavior Change.
What’s It Going To Take?
What will it take for people to change their
behavior so that we can have a positive
environmental impact? This lively, moder-
ated discussion will dig into the reasons for
behaviors beginning with a clinical glimpse
into how our brains are wired. A fast-paced
overview of breakthrough products, pro-
grams, and other practical ideas will suggest
ways we can accelerate a shift towards a
more positive impact on the environment.
Moderator: Jessica Switzer
Partner, Blue Practice
Jessica is co-founder of Blue Practice, a
marketing and PR firm specializing in “Com-
munications for a Sustainable World.” Her
pr e se n tations
company represents VC-funded clean tech
start-ups, green living brands, and renew-
able energy companies. Before founding
Blue Practice in January 2007, she was Vice
President of Marketing for Tesla Motors, the
notable electric sports car manufacturer.
Dara O’Rourke
design
Founder, Taoit and Professor, Environmental
Science Policy & Management, UC Berkeley
Dara’s research focuses on the environ-
mental, social, and equity impacts of global
44
production systems and new strategies of
democratic governance over these systems.
His new company, Taoit, is a new informa-
tion systems that informs consumers of the
impacts of products and companies. The
company is venture funded and will launch
later in 2008.
Carrie Armel, Ph.D.
Research Associate, Precourt
Institute for Energy Efficiency
Dr. Carrie Armel holds a joint
PhD in Psychology and Cognitive
Science with additional training in
neuro-economics and behavioral
integrative
epidemiology. She is a research asso-
ciate at Stanford’s Precourt Institute
for Energy Efficiency (PIEE) where
she investigates the diverse
ways in which an under-
standing of human behavior
can lead to improvements in
energy efficiency.
Building It Room J2 Building It
Learning Level 301
Learning Level 201
Advanced and Alternative Choosing a Green Home
HVAC Systems Certification: A Backward and
Learn the strategy for measuring and Forward Look From Builders
then maximizing efficiency in off the shelf and Certifiers
systems over time. Then we’ll take a
peek at the emerging technologies that
Confused by the proliferation of
residential green home certifica-
will take us where we need to go. tions and standards? Find out
which one best meets your needs
John Proctor, P.E. and budget. Learn about the simi-
President, larities and differences between
master speakers
Proctor LEED for Homes, GreenPoint
Engineering
Rated, California Green Builder,
Group, Ltd.
NAHB National Green Building
Program, & Built Green. Get real
Senior Scientist John Proctor
costs and benefits from industry
pioneered systems approaches
to houses. The author of
experts and builders that use
these programs.
more than 125 scientific and
popular publications, he
hosted the Emmy award series Moderator:
“Who’s Taking the Heat”. Brian Gitt
Executive Director,
Build it Green
Cheryl O’Connor
Vice President of
Sales, Summerhill
Homes
Mitch Gardner
Project Manager,
The Olson Company
Aaron Adelstein
Executive Director,
Built Green Association
of King and
Snohomish Counties
Justin Dunning
Director, Green Programs, ConSol
Pepper Smith
Green Consulting Programs Manager,
Davis Energy Group
Room J3
Technology & Materials Room J4
Learning Level 301
Products and Process: The
Elegant, the Ugly, and the Needed
Join a guided discussion on how the design
and construction context determine as much
about green as the environmental charac-
teristics of the products being used. Pulling
from their experience in product evaluation,
master speakers
product development, building design, and
construction, Alex and Peter will team up
with participants to discuss green products,
green processes, and new products we’d like
to see help the Green Building industry move
to the next level of green.
Alex Wilson
Founder & President, Building Green, Inc.
Alex is the executive editor of Environmen-
tal Building News and the GreenSpec®
Directory. Alex has been writing about
energy-efficient and environmentally respon-
sible design and construction for over 25
years. His new book, Your Green Home,
has just been published by New ­Society
Publishers.
Peter Yost
Residential Program Manager,
Building Green, Inc.
Peter has been building, researching,
teaching, writing, and consulting on high
performance homes for twenty years. His
expertise stretches from construction waste
management to building durability. Peter has
made significant contributions to many lead-
ing organizations and initiatives – including
NAHB Researcher Center, Building Science
Corporation, EEBA, and USGBC’s LEED
for Homes.
Innovation & Clean Tech Room F
Seeding Innovation – Funders Vet
Hot Ideas
America’s Emerging Green Talent is here!
The five presenters will represent the results
from innovators who met at West Coast
Green on Thursday to craft their pitch to a
panel of business development experts. A
banker, VC, Angel Investor, Philanthropist
and Lawyer will critique their ideas.
Moderator: Kathleen Gilligan
Co-Founder, EcoStrategy Group
Kathleen helps midsized companies develop
and implement sustainability plans that
create business advantage. She is also a
partner in Array Partners, a consultancy that
helps startups bring their products to market
and create rapid paths to revenue. Kathleen
is a volunteer chair for the California Clean
Tech Open.
Get a book signed by
friday September 26
“The best thing about the dilemma we’re in is that we get
to reimagine every single thing we do. And so, there are
two ways of looking at that: what a big burden. Or, the
other way which I prefer is: what a great time to be born!
What a great time to be alive! Because this generation gets
to essentially completely change the world.”
—paul hawken
Brian Walsh Planning & Development Almaden
Associate, Nth Power
Since July 2007 Brian has been involved
in deal origination, due diligence and sup- Creating Regenerative
porting partners with portfolio companies. Developments, Part III:
pr e se ntatio ns
master speakers
Brian has worked with several East Coast
Putting It All Together
venture firms on providing a comprehensive
Integrate what you have been
overview of Clean-Tech and on evaluating
learning at West Coast Green. In
energy-related deals. He also has experience
this charette you will experience
in commercializing hydrogen and fuel cell-
the design process and make a
related technologies. difference for a real community as
Peter Liu you participate in designing devel-
Founder & Vice Chairman, opment solutions in collaboration
New Resource Bank
with notable design partners from
Peter Liu founded the New Resource Bank
business, government, and non-
after nearly two decades of experience in profit organizations.
45
the banking and energy industries. He is the
co-founder and Vice-Chair of the China-U.S.
Energy Efficiency Alliance. John Knott
Esther Park Founder & CEO,
Director, Lending Program, The Noisette
Company, LLC
RSF Social Finance
Esther grows communities of like-minded
social financers committed to transform- As President, CEO, and co-founder of
ing the world through socially constructive the Noisette Company, LLC, John Knott
investing and philanthropy. leads the Noisette project development
Bob O’Connor team, which is collaborating with the City
Practice Director, Wilson Sonsini of North Charleston, South Carolina,
Robert O’Connor leads the clean technology on the sustainable restoration of 3,000
and strategic carbon counseling at Wilson acres of the City’s historic urban core
Sonsini Goodrich & Rosati. His work focuses and areas of the former Charleston
on helping clean technology companies Naval Base. A third generation devel-
organize and capitalize businesses, raise oper, Knott has 38 years of experience in
capital through private and public debt and urban redevelopment.
equity financings, develop renewable energy
Hosted by
and biofuels projects, and engage in M&A
and other strategic transactions.
Bill Green
Managing Director, VantagePoint
Venture Partners
Bill joined VantagePoint in 2002 after having
served as CEO for a VantagePoint portfolio
company. Previously, Bill was founding CEO
of Team Fuel, an energy software and out-
sourcing company. In 1995, Bill developed
the Strategic Chemical Management Group
(“SCMG”).
your favorite author in the Bookstore
UC BERKELEY EXTENSION / BE YOUR BEST WITH BERKELEY / UC BERKELEY friday September 26
EXTENSION / BE YOUR BEST WITH BERKELEY / UC BERKELEY EXTENSION
/ BE YOUR BEST WITH BERKELEY / UC BERKELEY EXTENSION / BE YOUR
BEST WITH BERKELEY / UC BERKELEY EXTENSION / BE YOUR BEST WITH Friday 4:30PM – 6:30PM Building It San Carlos Technology & Materials Santa Clara

BERKELEY / UC BERKELEY EXTENSION / BE YOUR BEST WITH BERKELEY /

1SPHSBN
GPS
4VTUBJOBCJMJUZ
Learning Level 301 Learning Level 301
Plaza
UC BERKELEY EXTENSION / BE YOUR BEST WITH BERKELEY / UC BERKELEY
Building It
Natural Versus Conventional Life Cycle Technology Driven
Learning Level 101
EXTENSION / BE YOUR BEST WITH BERKELEY / UC BERKELEY EXTENSION Remodeling with GreenPoint
Building: Which Is Best for You? Efficiency: BIM-IPD
/ BE YOUR BEST BE WITH BERKELEY BE / UC BERKELEYBE EXTENSION / BE YOURRated and Living Building
Come hear a discussion between natural
builders and conventional green builders
This session will focus on an integrated,
systematic approach to developing a high-
BE WITH BERKELEY
BEST BE / UC BERKELEY
BE EXTENSIONST / BE YOUR BEST WITH Challenge: From Easy Upgrades on topics including: What are the healthiest performance and energy efficient building
BE
BERKELEY / UC BERKELEYBE EXTENSION / BE YOUR BEST BE
RKE WITH BERKELEY BE / at a range of upgrades on existing
to Zero Net Energy and Water
Look
designs and materials? Is natural building using Building Information Modeling tech-
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scalable and affordable? What can those nologies and Integrated Project Delivery
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courses in sustainability, BE EXTENSION hanging fruit to the zero energy, zero water each other? Come away with some options N
collaboration with general and trade con-
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the latest green EXTENSION / BE YOUR pathways. Learn about GreenPoint Rated
Existing Home; the first comprehensive green
for your clients you didn’t know existed. tractors can support the design team in

BE WITH
BEST BE
BERKELEY / UC BE
BERKELEY EXTENSION ST
/ BE YOUR BEST WITH effectively choosing and implementing cost-

:PVS

Moderator: Carol Venolia
developments—from innovative package and urban permaculture design rating system in the nation for the existing Architect & Director, effective systems and strategies to achieve
BE
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UC BERKELEY
BE EXTENSION / BE YOUR BEST
management and construction. BE
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and remodeled homes. Then hear about Carol Venolia Architect sustainability goals. LE
UC BERKELEY
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BEST BE RKE / UC BERKELEY Green Building Council program designed STNatural Remodeling for the
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Eco-architect Carol Venolia is coauthor of Todd Lukesh, LEED AP, CGBP
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Not-So-Green
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a Program in
/ UC BE
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Sustainability Engineer,
Web Core Engineers
/ BE YOUR ProcessBEST
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Managing the LEED Documentation
starts September 25 NEW! BE Sustainable
BERKELEY / UCDesign
BE
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BE WITH
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Understanding Redevelopment: ProjectUC BERKELEY
BE EXTENSION
Become a leader in the current cradle-to-
ST
/ BE YOUR BEST WITH will also be included. column in Natural Home Magazine. California Polytechnic State University, San

(PBMT

pr e se ntatio ns
cradle revolution. Whether you’re a designer,
BE
BERKELEY / UCThroughBERKELEY
BE EXTENSION
builder, developer, project /manager,
BE YOUR BEST
BE
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Moderator: Tenaya Asan Drew Maran
Adoption Implementation architect, GreenPoint Rated Program Founder & President, Drew Management and Environmental Sustain-
UC BERKELEY
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ability. He is a LEED Accredited Professional, LE
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starts October 2 NEW! BE
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practices into an organization,
BE EXTENSION Tenaya uses her 30 years of construction
knowledge, management capabilities, and
Drew Maran is the founder and President
of Drew Maran Construction, Inc., a Palo anN
member of the USGBC SF and LA chapters,

/ BE YOUR BE
BEST WITH
Zero Energy Homes starts October 7 NEW! BE
BERKELEY / UC BE
BERKELEY
year long-program provides you with the
knowledge you need to succeed. EXTENSION / BE YOUR collaborative abilities to direct the rapidly Alto based construction company founded in
advanced Certified Green Building Profes-
sional (CGBP), and an adjunct professor of
BE WITH
BEST OvercomingBERKELEY
BEBarriers to Implementing/ UC BERKELEY
BE EXTENSION ST
/ BE YOUR BEST WITH expanding GreenPoint Rated program. She 1985, and recognized as a leading builder Sustainable Design & Construction at USC.

BE
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Sustainable Change BE
BERKELEY
starts October 16 EXTENSION
Learn the Art of / BE YOUR BEST
Sustainability BE
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was a key strategist in the development of
the
of Green custom homes in California. His Phil Williams
LE
UC BERKELEY
BE Sustainable BuildingEXTENSION
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Come to a speaking series where visual artists, system, the first of its kind in the nation. STmaking RKEto the com- Mayor’s
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designers, interior designers,
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BERKELEY EXTENSION Marc Richmond pany’s mission.
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Phillip Williams, PE, LEED AP, is Webcor’s

/ BE YOUR BE and WITH

BEST BE of sustainable/ practices.
BERKELEY BE is free! EXTENSION / BE YOURPresident,
UC Admission
BERKELEY Practica Consulting Tim Owen-Kennedy Vice President of Systems Engineering and

47
Climate Change Law AB 32 Marc has been in the construction industry President, Vital Systems Sustainable Design. Extensive experience in
BE WITH
BEST BE21
BERKELEY
starts October / UC BERKELEY
BE EXTENSIONST
The Eco-Art of Lita Albuquerque / BE YOUR BEST WITH for over 15 years as a builder and a Green Tim Owen-Kennedy owns and operates Vital the design, application, sales, installation
BE
BERKELEY Ecological/ Cities
UCstartsBERKELEY
BE November 6 EXTENSIONSeptember 25 / BEDesignYOUR BEST BE
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Building consultant. The past five years Systems, a leader in both the natural and and service of HVAC, plumbing, electrical, LE
UC BERKELEY
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Marc has been with the Austin Energy Green
Building Program and Build It Green. ST RKE
Green Building movements for more than 12
years. Their projects create inspired spaces N
fire protection, data and related systems. He
served as the Chairman of the San Francisco LE
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NEW! September 27
BE
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Mayor’s
/ BE YOUR BEST BE WITH BERKELEY BE Sustainable / UC BE
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Office Interiors for Innovative
EXTENSION / BE YO URArchitect, One World Design in residential and commercial design/build Jim Bedrick

BE WITH BERKELEY
BEST BE / UC BERKELEY
BEOrganizations November EXTENSION
8
ST
/ BE YOUR BEST WITH Kelly is co-author of Natural Remodeling
for the Not-So-Green House and principal
and materials innovation. Director of Systems Integration, Webcor
After practicing architecture for ten years,
BE
BERKELEY / UC BERKELEYBE EXTENSION / BE YOUR BEST BE
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Bruce King
architect of One World Design Architecture. Director, Founder and Structural Jim moved into the design and manage-
UC BERKELEY
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STand Author, Buildings ofRKE
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ment of information systems for architecture LE
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Extension centers in San Francisco.
BE
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United Nations’ World Habitat Award for her
Earth and
Straw and Making Better Concrete N
firms and worldwide facilities management
operations. Jim is responsible for the integra-
/ BE YOUR BEST BE WITH BERKELEY BE / UC BERKELEYBE EXTENSION / BE YOURsustainable development work in China. Bruce is the founder of the Ecological Build- tion of information technology and business
BEST WITH BE
BE BERKELEY / UC BE BERKELEY EXTENSIONST / BE YOUR BEST WITH Daniel Mackey ing Network, a registered engineer with 30 process, directing the development and

BE
BERKELEY / UC BE BERKELEY EXTENSION / BE YOUR BEST RKE WITH BERKELEYDan/ founded Daniel Mackey Construction author of Buildings of Earth and Straw, Mak- implementation
Daniel Mackey Construction Incorporated years of experience in construction, and the of information systems to
support design and construction. LE
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/ BE YOUR BE BEST WITH BE BERKELEY / UC BERKELEY EXTENSION / BE YOURthe National Association of the Remodeling
Industry (NARI) Silicon Valley Chapter, as the
for conferences and journals.

BE
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BE
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BEST RKE / UC BERKELEY
BERKELEY currently used Green Education and Certifi-
cation curriculum. ST RKE what makes you come alive and thenN
yourself LE
EXTENSION / BE YOUR BEST WITH BERKELEY / UC BERKELEY EXTENSION
Proud educational partner.
Visit us at Booth 140. go do that. Because what the world needs is
/ BE YOUR BEST WITH BERKELEY / UC BERKELEY EXTENSION / BE YOUR people who have come alive.”
BEST WITH BERKELEY / UC BERKELEY EXTENSION / BE YOUR BEST WITH
BERKELEY / UC BERKELEY EXTENSION / BE YOUR BEST WITH BERKELEY /
UC BERKELEY EXTENSION / BE YOUR BEST WITH BERKELEY / UC BERKELEY —Dr. Howard Thurman

EXTENSION / BE YOUR BEST WITH BERKELEY / UC BERKELEY EXTENSION

/ BE YOUR BEST WITH BERKELEY / UC BERKELEY EXTENSION / BE YOUR
BEST WITH BERKELEY / UC BERKELEY EXTENSION / BE YOUR BEST WITH >
BERKELEYwww.unex.berkeley.edu/gogreen
/ UC BERKELEY EXTENSION / BE YOUR BEST Silver WITH
Sponsor BERKELEY /
UC BERKELEY EXTENSION / BE YOUR BEST WITH BERKELEY / UC BERKELEY
 dare greatly. dare greatly.

Visit the booth (414/416)

to find out just how green insulation can be.

NCFI spray polyurethane foam is the greenest

insulation available for both residential and
commercial buildings because it…
> Reduces energy costs by up to 60%
> Contains no ozone-depleting chemicals
> Contains renewable agricultural products
> Keeps out dust and pollutants to improve indoor air quality
Visit Booth 414/416 to find out more and get a copy of our white paper
“What’s Green Mean? The Current Insulation Situation.”

And don’t miss the Beer & Wine Garden from 4:00 until 6:30 pm
on Friday evening in the Almaden Concourse,
adjacent to the main hall, hosted by NCFI.

NCFI a leader Official Sponsor of the West Coast Green Showhouse!

in green insulation EPA Stratospheric Ozone

Award Winner NCFI.com

49
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 saturday September 27

Purpose Passion Profit Room J4 Moderator: Jon Alexander

President, Sunshine Construction LLC

keynote
Saturday 9:30 – 11:30  Civic Auditorium Mean It Like You Say It:
Are You Building an Authentic
Brand AND a Sustainable
Business?
Hear from Business Consultants’ real
world examples how internal and external
authenticity – in your policies, products and
services – leads to meaningful and sustainable
Al Gore Jerry Brown connections between you, your customers and
Vice President & Nobel Peace Prize Laureate Attorney General, State of California your employees in ways that lay the foundation
Al Gore, former Vice President and Co-Recipient of Mr. Brown served as California’s for long term business success.
the Nobel Peace Prize is Chairman of Generation Governor between 1975 and 1983. Moderator: Dev Crews
Jon Alexander is the owner and manager of
Michelle
Sunshine Construction LLC. Sunshine Con- Kaufmann
struction is a custom residential construction Principal, Michelle
company, based in North Seattle. Our focus Kaufmann Designs
is on large residential remodels, additions
and custom homes. Since 1991, we have
specialized in green remodeling and new
construction. John Knott
Sarah Susanka Founder & CEO,
Author, The Not So Big House series and The Noisette
The Not So Big Life, Susanka Studios Company LLC
Susanka is a best selling author, architect

Investment Management, Chairman of Current TV,
Chairman of the Alliance for Climate Protection,
Partner at Kleiner Perkins Caufield Byers, a mem-
ber of the board of Apple, Inc., and an advisor to
Google, Inc.His current efforts focus on educating
people in the US and around the world that the
climate crisis is both urgent and solvable.
pr e se n tations
opening
He is best known for his pioneering
work in making California a leader
in energy efficiency and renewable
energy. Brown successfully sponsored
a 55% solar tax credit and promoted
the nation’s first appliance and build-
ing efficiency standards.
Chief Marketing Strategist,
Luminesa Communications
Dev has helped some of the world’s lead-
ing organizations to positively impact the
world. As Chief Sustainability Strategist for
Luminesa, she guides companies on how to
profitably integrate corporate responsibil-
and cultural visionary whose “build better,
not bigger” approach to residential architec-
ture is leading a movement that is redefining
Bill Reed
the American home. Her “Not So Big” President, Integrative
philosophy has sparked an international dia- Design Collaborative
logue. She has been featured on the Charlie
Rose and Oprah Winfrey shows, and in USA

pr e se ntatio ns
ity strategies into core business practices Today and the Wall Street Journal.
and marketing efforts. Dev has held senior Brian Back
executive positions or led initiatives for Wells Founding Editor and Publisher, Saturday 3:00PM – 4:00PM
Fargo, IBM, National Audubon, UBS, Han- Sustainable Industries
Saturday 1:30PM – 2:30PM media and educational center, marketplace Purpose, Passion, Profit Room J3 Brian is an expert on green business trends Architecture & Design Room J1
son Bridgett, and others.
and playground fostering learning and col- and the role of media in sustainability. In Learning Level 201
Marketing & Branding Room J1 Sean Dunn
laborative action on green issues. 2001, he was selected among some of the Native Design
Partner & Account Executive, Groove 11
Learning Level 201 Executive Forum nation’s foremost environmental journalists
Sean has designed a creative agency There is much that peoples’ ways, practices
Green Marketing in the Energy & Power Room J2 The CEO Green Forum brings together by the Society of Environmental Journalist’s and designs can contribute to modern archi-
focused on producing ubiquitous campaigns
Digital Age: Using Social Media C-Level executives from Fortune

master speakers
and since then has developed into one of tecture and to imagining a post-carbon and
connect

Learning Level 201 that cultivate immersive brand experiences.

Social Marketing via the web is exploding! 1,000 companies to forward the leading voices for sustainable business
His team rapidly developed an extensive list sustainable built environment. Learn about
Case studies will be presented from suc- ideas, share best practices, debate news on the West Coast. passive and active solar design techniques,

51
of Fortune 500 clients like Diageo, HP, Kai-
50

cessful applications: one that is well on its

way and one that is just emerging. Learn the
ingredients of success. You will hear how
to meet multiple audience preferences and
Making Real Energy
Happen
Learn what some visionary thinkers
have to say about the transition to
master speakers the state of the green movement,
ser, Cisco, Zagat, and Clinique. The agency ways of incorporating native materials and
and discuss the emergence of
has been on the SF Business Times “Fastest Connections Almaden forms into modern structures, and how to
environmental sustainability from
100” list two years running. imagine even more compelling designs into
a business perspective. This ses-
David Almy the future.

keep people connected with your initiatives.
TED has mastered it, Carl Pope is incorpo-
rating it, West Coast Green is diving in.
Moderator: Clare E. Munn
CEO, Creative & Strategic Director,
The Communication Group
Clare leads The Communications Group
with uncommon insight into persuasive com-
munication and exceptional strategic and
creative design. Bringing over 15 years of
creative and entrepreneurial experience. She
has background in multimedia publishing,
advertising, strategic business development
and integrated marketing. As founder of tcg
her executive management experience spans
meet &
master speakers
a sustainable low-carbon econ- sion will be moderated by noted Luminaries in Green
omy. What is the mix of science, Principal, ADC Partners CRAIG HENRITZY
business leader Carl Guardino, West Coast Green keynote and
Dave Almy has 15 years experience guiding Principal, The Studio of Indigenous Design
enterprise and policy that will cre- with pending participation from master speaker luminaries will join
the development of integrated corporate busi- Craig is a licensed architect specializing in
ate the shift to the new economy? chief executives of SunPower, each other in this informal session
ness and marketing strategies. He has worked passive and active solar design. Craig has
What are the immediate and long- Home Depot, and PG&E. to tell their personal stories: from
closely with clients including Amtrak, 24 Hour pioneered the use of Rastra, an insulated
term opportunities for designers, occasional challenges that shifted
Fitness, the American Automobile Association, concrete, in the state of California. Primary
builders, inventors, investors and Moderator: them into action, jokes between
PeopleSoft, Clorox and many others. works include the house for solar energy
policy-makers? Carl Guardino
each other, and stories that illu-
President & CEO visionary John Schaeffer, the CEO of Real
minate the source of their passion Goods and the Solar living center. Craig is
Moderator: Silicon Valley Connections Room F
Daniel M. Kammen and insights currently working on several projects con-
Leadership Group Learning Level 301
Director, Renewable cerning the City of Berkeley, Native American
& Appropriate For Green Building and Design
centers, and has offered assistance to Car-
Energy Laboratory, Masters: Taking Ourselves and mel and water conservation
David Gottfried
UC Berkeley Our Networks to the Next Level
Co-Founder, USGBC
Carl Bass This highly participatory workshop is

learning online technologies CEO, Autodesk designed to take advantage of the wave of
Carl Pope growth in green building. In this facilitated
Joe Jordan
Executive Director, Sierra Club environment we will support and enable the
Physicist,
Under Mr. Pope’s leadership, the Sierra Club Masters of green building and design in the
Sky Power Institute
has challenged the right of Vice-President exchange of ideas and actions that will dra- Sim Van Der Ryn
Cheney’s Energy Task Force to conduct secret Peter Liu matically strengthen their networks. Principal, Van Der “Life shrinks or expands
negotiations with major energy interests and Founder and Vice Ryn Architects in proportion to one’s
has pressured the Bush Administration to Chairman, New
Mark J.E. Bramfitt
Resource Bank
courage.”
accept new water toxin regulations. High Tech Market
Joe Laur Customer Energy —Anais Nin
Vice President of Content, Greenopolis.com Efficiency, Pacific Gas Plus Special Guests
Joe Laur is Vice President of Content for and Electric Company
Greenopolis, a web based social network,

Bring your lunch to a Conversation Forum and converse with faculty & industry experts 12:00-1:00pm

Saturday 3:00PM – 4:00PM
Water & Landscaping Room J2
Learning Level 201
Garden Design and Ecology
Learn how an ecological approach
to landscaping can address many
master speaker
concerns about homeowner/land-
scaper applied synthetic pesticides
and fertilizers that are becoming
a major percentage of watershed
and groundwater pollution. We
will explore how stormwater is
becoming more and more dam-
aging and costly along with the
potential return of the California
drought cycle.
Geoff Hall
pr e se n tations
Co-Founder and
Co-Owner, Sentient
Landscape, Inc.
Site planner and landscape designer
Geoff Hall is co-founder and co-owner
of Sentient Landscape Inc., an ecologi-
cal landscape design/build firm based
in Sebastopol California. Combining
a whole sysem approach with a deep
observation of natural systems, Hall cre-
ates landscapes that foster and nurture
52
communities while emanating the resil-
ient and inspiring qualities of indigenous
ecosystems. He seamlessly integrates site
and community attributes with planned
infrastructure.
Building It Room J3
Learning Level 301
Achieving Inner Beauty:
master speakers
A Systems Approach to
Making Homes Work
and Endure
The path to Zero Energy Homes,
old and new, is prompting a
paradigm shift from product to
performance. Explore this ter-
ritory holistically to understand
homes, and creating plans that
steer around product oriented
ideas and product sales strategies.
Discover how to make existing homes
energy performance dynamos and make
both new and existing homes into spaces
that occupants love and care about. See
real results on almost any budget.
Matt Golden
President and Chief
Building Scientist,
Sustainable Spaces
Matt is the president and co-founder of
Sustainable Spaces. He speaks exten-
sively on building science and integrated
green design to groups such as the AIA,
West Coast Green, and Build it Green.
dan johnson
Design Team,
Arkin Tilt Architecture
Dan Johnson’s architectural thinking
was formed in the rift between ­receding
nature and expanding cookie-cutter
subdivisions in Phoenix, Arizona during
the 1980s. He imagined a sustainable
architecture knitted into the landscape
and powered by natural forces instead of
one organized against them. He works
for Arkin Tilt Architects in Berkeley.
Technology & Materials Room J4
Learning Level 201
Green Viz: Putting People in Their
Place Before It Exists
Architects and designers are using Google
SketchUp, Earth, and 3D Warehouse in
combination with virtual 3D models of Green
Building products with phenoomenal results.
The collaborative efforts of Whirlpool Corpo-
ration and other manufacturers to create the
Sustainable Kitchen will be studied, including
the newest launch from re:Source, the free
online Sustainable Design+Build network.
Mark Johnson, FAIA
Senior Manager of Architecture &
Design Marketing, Whirlpool
Mark is Senior Manager of Architecture &
Design Marketing for Whirlpool Corporation
and a FAIA architect, NKBA Certified Kitchen
Designer (CKD) and AIBD Professional
Building Designer. He writes and speaks on
behalf of the Whirlpool Corporation brands
and design trends that impact residential
architecture.
Architecture & Design Room F
Learning Level 101
Way Off the Grid: Jumpstarting
New Ideas Through Designing for
a Mars Community
Rethink energy, food, waste and habitat design
solutions for a Martian community of 100 peo-
ple alongside Nasa Scientists. This charrette
provides a scientific, out of the box opportunity
to integrate your learning and imagine a flour-
ishing, regenerative community.
David Delgado
Mars Public Engagement
Outreach Coordinator, Imagine
Mars Project JPL/NASA
After working as art director at several adver-
tising agencies in Los Angeles, he arrived at
the Jet Propulsion Laboratory in 2005. His
work on the Imagine Mars Project gives peo-
ple an understanding of the health of their
own community and allows them to express
their story through their creativity.
Architecture & Design Almaden
Learning Level 101
The Art of Prefabricated
master speakers
Green
It is no longer a question of “if”
people want to go green. They
do. Rather, the question for most
homeowners, builders, and devel-
opers is “how”? Michelle will
discuss making sustainable design
more accessible. She will present
her “5 ecoprinciples” for making
easy, beautiful, green designs and
will demonstrate the benefits of
utilizing off-site technologies and
rethinking how we currently build.
Michelle
­K aufmann
Principal, Michelle
Kaufmann Designs
Michelle has been a speaker at Prefab
Now, hosted by Dwell magazine and
UCLA hammer museum, at the Walker
Art Center, DWR studios, Prefab Proac-
tive by Dwell, AIA Minnesota convention,
and has been a professor at Iowa State
University, and Woodbury University.
Saturday 4:30PM – 6:30PM
Purpose, Passion, Profit Room J1
Learning Level 101
Greening Your Business DNA
As new carbon legislation, tax incentives,
and Green Building become the norm there
will be new obstacles for your business to
consider. The challenge will be for your
leadership teams to effectively manage and
adapt to these changes. We will explore how
to organize and structure your business to
interlink different departments, utilize your
own resources, and infuse sustainability into
all aspects of your operations.
Miriam Karell
Sustainability Strategist, Three Point Vision
Miriam Karell draws on 10 years of experi-
ence designing practical strategies that
integrally address profound change in
organizations and individuals. She holds a
Master’s degree in “Strategic Leadership
Towards Sustainability” from BTH in Sweden.
Heather Gadonniex
Founder, Green it Group
Heather is the founder of Green it Group,
a sustainability strategy firm specializing in
the building industry. She aids clients in the
creation and implementation of comprehen-
sive sustainability platforms and educational
programs that merge the fundamentals of
Green Building and sustainable business.
Irene Hughes
Principal, Essence Consulting
Irene Hughes has over 25 years of
experience in business management,
organizational development and executive
coaching. Her in-depth skill in behavior
change provides foundation for creating
large-scale organizational interventions which
produce lasting results. Her commitment to
environmental, economic and social sustain-
ability are deeply embedded in her work.
Architecture & Design Room J2
Learning Level 301
Integrated Design Process
Charette
Join this real life, real time Inte-
master speaker
grative Design Process (IDP)
Charette for a 60 unit multi-family
design project that is currently in
development. The charette will fol-
low an introduction of the project
and process and be followed by
a Q&A session. The introduction
will include the benefits of the IDP
process as well as the costs of not
using integrative design with all
parties involved.
Michael
Kloefkorn
Associate Architect,
Van Meter,
Williams, Pollack
Moderator: Kat Steele
Founder, Urban Permaculture Guild
Pepper Smith
Green Consulting Programs
Manager, Davis Energy Group
Gain perspective by visiting
saturday September 27
Building It Room J3 Gary Klein
Managing Partner, Affiliated
Learning Level 301
International Management, LLC
Gary Klein has been intimately involved in
Packing a Parachute:
master speakers
energy efficiency and renewable energy since
Practices that Minimize 1973, one fourth of his career in Lesotho, the
Risk and Prompt Best Use rest in the USA. Gary has a passion for hot
water: getting into it, getting out of it and effi-
of Green Features
ciently delivering it to meet customer’s needs.
The Green Building movement
presents an opportunity for resi-
Connections Almaden
dential and commercial developers
to build healthier and less costly
master speakers
buildings and homes and increase Tribal Summit Report
their profits. The decision to build Tribal Members, through a joint
green, however, does not come pro­gram developed in partnership
without its own unique set of legal with the EPA, will convene to sum­
risks. This panel will discuss how to identify marize their learnings and develop
and minimize these risks when marketing, their next steps for action on their
selling, and constructing a Green Build- reser­vations. Come join in this
ing and make recommendations on what dynamic, action-oriented session!
pr e se ntatio ns
constitute best practices in this field.
Moderator:
Saturday 1:00PM – 5:00PM
Kim Diamond
Senior Manager of Specialized workshops San Carlos
Land Acquisition
& Entitlements,
Pulte Homes Wire Your Own Grid-Tied PV
Systems
In this course you will assemble an oper-
Cheryl O’Connor
ational non-battery grid-tied PV system
Vice President of
(the most common type). Learn some
Sales, Summerhill
53
of the tricks of the trade from a profes-
inspired
Homes
sional installer. In addition to wiring a
system, we will look at various options
for mounting, inverters, PV modules and
meters. Basic grounding, inverter opera-
Doug White tion and safety will also be covered.
Attorney, Hoge,
Fenton, Jones & Appel
Specialized workshops Santa Clara
Paul D’Arelli
Find Your Dream Job in Solar
In this workshop you will hear some
Co-Chair of
of the secrets for finding a lucrative
Green Building
& Sustainability, and fulfilling job in solar. You will get a
holistic understanding of the industry –
Greenberg Taurig
including economics, trends, regulatory
environment, marketing and technology
development. If you’ve dreamed of work-
Water & Landscaping Room J4
ing in solar, this workshop is a great way
Learning Level 301 to start making that dream a reality.
Water System Integration
leave
Charrette Specialized workshops Plaza
What is the most energy, water and time
efficient way to install a hot water distribution
system for a given floor plan? Where is it Build an Electric Vehicle
appropriate to use drain water heat recov- Learn how to convert your car to an emis-
ery? How would you capture grey water and sion-free electric vehicle! In this intensive
provide for grey water re-use in the same workshop, you will learn about the sci-
building? When should you install multiple ence and technology behind the many
water heaters? This session will answer these EVs available on the market today, as well
questions by laying out the plumbing for as how to build your own electric vehicle.
a building.
the “Ask An Expert” area on the Tradeshow Floor
 dare greatly. dare greatly.

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 dare greatly. dare greatly.

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59
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 helpful information

helpful
Public Transportation
info
BART-Bay Area Rapid Transit/Caltrain/
Greyhound/Amtrak
Closest Caltrain Station: San Jose Station
65 Cahill Street San Jose, 95126
BART and Caltrain, your connection to the
greater Bay Area, have rates based on the
length of travel, and most stations have an
attendant who can help you with your trip.
For those that need a car to get back and
forth, there are many car share programs
available, as well as hybrids and other green
cars available for rental. Pickup Pal offers a
convenient carpooling service – a great way
to share a ride to and from the venue. City
Car Share, Zipcar, and Flex Car offer great
options for getting around, and many of
these car share programs offer hybrids
to boot!

Taxi/Car Services Restaurants & Coffee Shops Amici’s East Coast Pizzeria
Pickup Pal: www.pickuppal.com 225 West Santa Clara Street
GreenTaxi: 415-626-GREEN within Walking Distance 408-289-9000
www.SfGreencab.com Arcadia American Steakhouse
Eco Limo: 888-432-6546 Starbucks Inside San Jose Marriott

61
www.eco-limo.com Inside the McEnery Convention Center 100 West San Carlos Street
City Car Share: www.citycarshare.org 0.0 mi from Venue 408-278-4555
Zipcar: 415-495-7478 408-277-5448 McCormick & Schmick’s
www.zipcar.com

BVWaeWZZT]`SdS`QVO\US
Bijan Bakery & Cafe Next to the Fairmont Hotel
Flex Car: www.flexcar.com 170 South Market Street Suite 110 170 South Market Street
Less than 0.1 Miles 408-283-7200

bVSeOgV][SaO`SPcWZb Business Services &

Internet Access
408-971-8000
Agenda Restaurant & Lounge
399 South First Street
Smoke Tiki Lounge
152 Post Street
408-292-4266
Internet Access 0.1 Miles
7\b`]RcQW\UDS`dS—:WdW\UAgabS[a;]`SbVO\OZWUVbW\UQ]\b`]Z Available in the Hilton lobbies and the 408-287-3991 Best Bars for an
agabS[OeSZQ][SR\SeS`OW\Q][T]`baObWaTOQbW]\O\RV][SQ]\b`]Z Almaden Concourse. Rokko Japanese Cuisine
After-Conference Drink
55 South Market Street
Have More Questions?
C\ZWYSQ]\dS\bW]\OZaeWbQVSaDS`dScaSa`ORW]T`S_cS\Qg Come visit us at West Coast Green Info Desk
0.4 Miles
Fahrenheit Ultra Lounge
408-947-7778
b`O\a[WaaW]\ab]aS\RW\ab`cQbW]\ab]ZWUVbW\UTWfbc`SaO\R]cbZSba¬ located on Concourse 2. 99 East San Fernando Street
Peets Coffee & Tea
A Perfect Finish
eVWQV[SO\ag]c\]Z]\US`VOdSb]`c\eW`SaT`][bVSaeWbQVSab] FedEx Kinko’s location
66 West Santa Clara Street 55 First Street
0.5 mi from Venue Dive Bar
bVSZWUVba 93 East San Carlos Street
408-213-4770 78 East Santa Clara Street
Phone: 408-295-4336
Paolo’s Restaurant
Fax: 408-279-0655 O’Flaherty’s Irish Pub
7[OUW\SbVS^]aaWPWZWbWSa¬bVSS\dW`]\[S\bOZPS\STWb¬bVSaOdW\UaW\ 0.5 miles from Venue 333 West San Carlos Street 25 North San Pedro Street
408-294-2558
[ObS`WOZaZOP]`O\RQVO\US]`RS`aESPSZWSdSDS`dS:WdW\UAgabS[a Paragon
eWZZ`Sd]ZcbW]\WhSbVSeOgg]cPcWZRV][SaO\RaObWaTgg]c`Qcab][S`a Coat Check 211 South First Street @
Near Registration Area located in the Arcade The Hotel Montgomery
level of the San Jose Convention Center. 408-282-8888
B]TW\R]cb[]`SQZWQYeeedS`dSZWdW\UagabS[aQ][]`QOZZ!!$%%$#%
 dare greatly.

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sept 24-26, 2009

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San Jose Convention Center Educational Session Breakout Rooms

J3
Concessions Concessions
Showhouse
J2

Innovation Pipeline
eet

Innovation Pipeline
J Hall
J1 J4
Showhouse
et St r

Tradeshow Floor
2nd Floor Tradeshow Floor
F
k

F (For details see Tradeshow Guide) Volunteer

r

Lounge
a
uth M

To VIP Lounge (upstairs)

South Almaden Boulevard

To VIP Lounge
So

Outdoor Lounge
Beer & Wine
Almaden Garden
Concourse

Lounge
Concourse 2&3 To Hilton
Almaden
Concourse
Bookstore
San Jose Convention Center Walkway
64

(entrance on concourse and lobby level) to

Hilton

Groundfloor 2nd Floor

Executive Boardroom
Stairway

Front Entrance and Driveway

Almaden
Lobby
Almaden Blvd.
Main Registration

(lobby level)
Entrance Elevators
Entrance Arcade Starbucks

Santa Clara
Street Level To Hilton
Hilton Almaden
(ground level) (Pacific)
Media
Room
San Carlos Street
Entrance West San Carlos Street (University)
The Nap
Room San Carlos

Civic Saturday September 27th

Plaza

Auditorium Keynote with Jerry Brown & Al Gore

S
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