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UNIVERSITY OF COLORADO AT BOULDER LEEDS SCHOOL OF BUSINESS This issue: Ralphie’s Green Stampede begins on this page. The Business of Sports begins on page 3. Rugby Returns to Olympics on page 4, and Blazing the Trail in Sports Sponsorships on page 5. A publication of the Business Research Division Volume 76, Number 2, 2010 Volunteers help out with the University of Colorado’s zero-waste program. (Photo courtesy of Ed von Bleichert, Manager, Environmental Operations, Department of Facilities Management, University of Colorado at Boulder) Ralphie’s Green Stampede Exceeds Expectations Curtis C. Snyder While the final facts and figures are still being tabulated by CU’s Environmental Early reports about the University of Center, one thing is for certain – the program Colorado’s zero-waste program for its second is working. Furthermore, the EPA reports that year are that the program continues to exceed the Green Stampede remains unique to the expectations. Ralphie’s Green Stampede began country’s major stadiums as CU is the only in 2008 at Folsom Field and expanded this Bowl Championship Subdivision school to season to include the Coors Events Center and undertake such a program and as of yet, no all of CU’s competitive athletic events. professional teams have followed suit. co n T i n U e D O n P a G e 2 Think Broadly. act Boldly. RALPHIE’S GREEN STAMPEDE, CONTINUED FROM PAGE 1 From the Editor In its first season, more than 40 tons of • The lights at Folsom Field, half of which were recyclables and compostable items were col- installed prior to the 2009 season, are low The world of professional sports lected, which comprised a 200% increase in energy bulbs. materials diverted from landfills and a 30% • Biodegradable bags are used to collect com- is big business. Investment in sports reduction in overall waste from within Folsom postable and recyclable materials from the Field and its surrounding tailgating lots. stadium. is no longer just a family enterprise, Improvements in the second year were • Finished compost is returned for landscaping but a critical piece in the development largely due to an increase in volunteers for the uses across campus. program and improved training methods after • An improvement in 2009 at Folsom Field of carefully orchestrated and highly those involved had the experience of a full was the addition of Seth Ellis Chocolatier as a integrated corporate strategies. For that season under their belts. sponsor. The Boulder-based company intro- “We can’t be more excited about the efforts duced new compostable materials through its reason, the Leeds School of Business is of the Ralphie’s Green Stampede,” CU Direc- candy wrappers, which were one of the items launching a new two-month Business tor of Athletics Mike Bohn said. “We want to not compostable in the stadium in 2008. continue to set the national standard in all we The goals for the program include recycling of Sports Intensive Certificate Program do, and this is one key area we not only set a or composting at least 90% of the waste gener- national standard, but a global one, as well.” ated at events. Experts at the EPA say that those starting in June. Intended for students Traditional trash cans were completely efforts could reduce as much as 455 million and recent graduates who are interested removed from Folsom Field and the surround- BTU of energy, which is equivalent to the total ing parking lots and replaced with more than yearly average use of four U.S. households. in pursuing careers in the sports and 50 zero-waste stations that volunteer students The program is also a low-cost one and will recreation industry, the curriculum and ROTC members filter through after each eventually save costs over time. Cost savings will game to ensure each piece of waste goes to the result from reduced trash disposal expense and includes studies in basic business topics appropriate place. The Buffs even began a valet from the easing of the price difference between bike parking and storage facility right outside compostable materials and disposables. integrated with industry-specific sports the stadium. CU depends heavily on its sponsors for the projects. The BRD will be facilitating the ESPN personality and CU graduate Rick Green Stampede to be successful. White Wave Reilly took advantage of the valet bike pro- Foods has been a primary sponsor since the pro- project portion of the program. gram and got in the spirit, as well. He biked gram’s inception, along with Centerplate, Inc., from Denver to Boulder for the CU vs. Kansas the athletic department’s concessionaire. Eco- This issue of the CBR highlights game on October 17 and wrote an article that Products, Inc., a materials supplier, continued appeared in the Nov. 30, 2009, issue of ESPN its support of Ralphie’s Green Stampede, while activities of USA Rugby and CU Sports, The Magazine. Boulder Toyota came on board in 2009. which are contributing partners of As Reilly points out in the article, going It should come as no surprise that this for- green isn’t always an easy thing. Here are a few ward-thinking program began at the University the certificate program, and LifeLock, bullet points and tidbits about CU’s zero-waste of Colorado as the school enters its fifth decade an identity theft protection company efforts: at the forefront of environmental conservation • All public food and beverage services are and sustainability. In 1970, the nation’s first headed by CU alumna Jay Parry, which converted to recyclable or compostable student-led environmental center was established announced last June the first-ever materials and containers. on Earth Day at CU, while recycling programs • Carbon emissions from stadium energy use began in 1976. In 1992, CU built a recycling branded WNBA team jersey. and team travel are offset through Green-e facility on campus, and in 2007, CU first Climate Certified Renewable Energy Cer- reached the 2,000-ton barrier in amount Our next issue will review Colorado’s tificates and local offsets from the Colorado of recycled materials collected that year on Carbon Fund. campus. economy six months into the year. Look • CU was the first customer of Gov. Ritter’s Curtis Snyder is the Associate Director of Sports for it in your inbox this summer. Colorado Carbon Fund, a program dedi- cated to channeling wind-energy funding Information at the University of Colorado. He may be contacted at [email protected]. into local carbon-reduction projects that Please contact me at 303-492-1147. help communities fight climate change. The goals of the program are a 20% reduction Richard Wobbekind in carbon emissions by 2020 and an 80% reduction by 2050. Colorado Business Review 2 The Business of Sports, Entertainment, and the Creative Industries David Frederick and Richard Wobbekind The purpose of this article is twofold: (1) to provide a description of the Leeds School of Business’ Sports, Entertainment, and Creative Industries Initiative: and (2) to present some of the research projects that participants who complete the Business of Sports Certificate Program will undertake. “a creative economy is the fuel of magnificence.” —Ralph Waldo Emerson Who knew that with these eight words Ralph Los Angeles, and Philadelphia) are moving to be on Waldo Emerson would be foretelling the complex the leading edge in supporting creative industries interactions among the economic, cultural, tech- that they view as among the most important keys nological, and social aspects guiding the dynam- to economic development. In the United Kingdom, ics of the emerging global economy and the way KPMG recently predicted 46% employment growth people live in the twenty-first century. According and 136% output growth in the creative industries to the Creative Economy Report published by the by the year 2015. A new report from the Los Ange- United Nations (2008), “the creative economy has les Economic Development Corporation reveals the potential to generate income and jobs while that the creative industries are now the number one promoting social inclusion, cultural diversity, and engine of the Los Angeles economy, outpacing tour- human development.” This is what the emerging ism and international trade. creative economy has already started doing in most The Business of Sports, Entertainment, and the advanced economies, and Colorado is one of several Creative Industries Initiative will position the Leeds focal points of the creative economy in the United School of Business at the forefront of this excit- States. ing new economic development movement. The At the heart of the creative economy lie the initiative is an example of cooperation inside the creative industries. Loosely defined, the termcreative Leeds School of Business, comprising contributions industries refers to industries that supply goods that from no less than six areas: Alumni Relations, the are commonly associated with cultural, artistic, or Business Research Division, Career Connections, entertainment value, such as film, television, music, the Development Office, Executive Programs, and the performing arts, sports, video games, and other Faculty. It is a synergistic endeavor focusing on: (1) areas within the media and entertainment sector. strengthening relationships with partners who invest These industries are among the most dynamic in the Leeds School of Business by providing time, emerging sectors in world trade (United Nations, jobs, or funds; (2) expanding research development Creative Economy Report 2008), represent a growing and productivity; and (3) providing experiential sector of our nation’s economy, and touch the life learning opportunities to students. of every American on a daily basis. They are busi- Within the new Business of Sports Certificate nesses that we participate in for enjoyment, engage Program, these experiential learning opportunities in for business, and invest in to enrich community will include research or creative projects with the livability (Americans for the Arts, Creative Industries Business Research Division, industry partners, or Report 2008).

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