guideline / rating program for environmentally innovative roofing systems a major initiative to...

Guideline / Rating Program forEnvironmentally Innovative Roofing Systems

A Major Initiative to Transform the Roofing Industry and Establish a

Successful Business Model

Prepared for: The Center for Environmental Innovation in Roofing

Research CommitteeJune 3, 2009

Private and ConfidentialFor review and use by CEIR Members & Staff Only

Environmentally Innovative Roofing Standards

Agenda• Background. Green Building Guidelines and Rating

Systems: What We Can Learn.

• CEIR Board Mandate. Objectives, Strategies, Timetable

• Guideline Key Elements. Categories, Credits, Measures, Weighting

• Going Forward: Task Group Organization, Decision / Approval Process

• “Straw Model” Initial Review & Comment

Background

How Guidelines Evolve

1. Group Develops Guideline to Address an Issue

Guideline Gains Public Interest

2. Group Initiates Programs to Explain & Promote Guideline

3. Guideline Process Expanded to Increase Interest & Address Opposition

Guideline Gains Increased Public Recognition

4. Guideline may become a Standard (Usually More Complex)

Guideline Encounters Questions & Opposition

5. Educational Programs Expanded To Meet Growing Public Need

6. Accreditation Programs Introduced to Verify Expertise

GUIDELINE

STANDARD

Certificate

Guideline

Enhanced Guideline or Standard

Training

Accreditation

Ongoing Business Model Established

Background

Popular Green Building Rating Systems

• LEED™ for Buildings– Developed by US Green Building Council (USGBC)– Performance standard for a variety of non-residential buildings– Started as an internal guideline in 1998, but is evolving to a more formal consensus

process– Now linked to an accreditation program for “LEED-AP” accredited professionals

• Green Globes– Developed by the Green Building Institute (GBI)– Performance standard for a variety of non-residential buildings – First rating body accredited as a Standards Developing Organization (SDO) by the

American National Standards Institute (ANSI)

• National Green Building Standard™– Developed by National Association of Homebuilders– Performance standard for residential buildings– Started as a guideline in 2007, but became an ANSI standard in 2009– Soon to be linked to a practice standard and certification program for accredited “Green

Building Verifiers” and certified “Green Building Professionals”

Green Building Rating Systems:

The USGBC / GBI / NAHB Model• Offer a useful product …

– Recognition for building green– Increased asset value– Simplified procurement process– Assurance that product is truly green (no “greenwashing’)

• Delivered by a recognized professional …– Who can educate the customer– Who can provide choices for the customer– Who can adapt the standard to the specific project– Who can verify the standard has been achieved

• Under a recognized and reputable brand– Increases public exposure– Supports long-term revenue stream

• Start with an in-house guideline to assure technical ownership and accelerate process

• Invest in initial branding to assure market ownership• Recruit strategic partners to share in the program

investment and assure business success– Standards developers – Training providers– Third-party certifiers

Green Building Rating Systems:

The USGBC / GBI / NAHB Strategy

• Develop an Environmentally Innovative Roofing Guideline / Rating System that builds value for the Center, its members, and their customers.

– The Center: Recognized system “owner”

– Our Members: Accredited system “users”

– Their Customers: Reputable assurance of “going green”

Environmentally Innovative Roofing Guideline / Rating System:

CEIR Objectives

In order to achieve this objective, resources and timing will be critical

• Develop an Environmentally Innovative Roofing Guideline similar to USGBC, GBI and NAHB standards

– Start with low-slope roofing systems, which are inadequately represented within LEED and Green Globes ands which offer the broadest energy and environmental potential

• Concurrently develop a branding strategy to build long-term recognition and value for the guideline

• Start to build public awareness for the guideline and the brand as quickly as possible

• Identify and recruit key partners to strengthen the guideline and possibly transform it into a formal standard– Standards developer to convert guideline into a standard– Training / accreditation resources to support the standard


CEIR Strategy

• Immediately form three key task groups:

– Guideline Task Group• 6-8 of our most knowledgeable members• Supported by Jim Hoff with possible assistance from external consultant• Goal: Develop a guideline that encompasses all the benefits of environmentally

innovative roofing in an easy-to-understand system

– Branding Task Group• 4-6 of our most creative members• Supported by Mary Mai with additional assistance from branding consultant• Goal: Develop a powerful brand for the roofing guideline, including name, tag

line, logo, etc.

– Business / Resource Task Group• 2-4 of our most industry-connected members• Supported by Craig Silvertooth• Goal: Lay out a long-term business plan, identify and recruit strategic partners,

identify and solicit project funding


Action Plan


Timetable

Guideline

Branding

Business Model

Initial Roll-Out

First Draft for Board ReviewFinal Board ReviewFinal Draft for Publishing

Initial Brand ConceptFinal Board ReviewName, Tag Line, Logo

Initial Business ModelFinal Board ReviewPartners Recruited

Press ReleaseIRE Presentation

July, 2009November, 2009December, 2009

July, 2009September, 2009December, 2009

July, 2009September, 2009December, 2009

January, 2010February, 2010

By the start of 2010, the green roofing guideline is ready for public promotion, and the key partners are identified and committed to the development of a powerful training & accreditation program.

• The guideline must emphasize all the ways modern roofing systems contribute to the environment

• The guideline must emphasize the importance of energy – both saving energy and producing new energy - in meeting environmental goals

• The guideline must emphasize the importance of durability in achieving long-term sustainability


CEIR Board Comments

• Key Categories

• Category Credits

• Measurement Scales

• Weighting of Categories & Credits


Guideline / Rating System Elements

• LEED:– Sustainable Sites, Water Efficiency, Energy & Atmosphere, Materials & Resources,

Indoor Air Quality, Innovative Design, Regional Priorities

• Green Globes:– Project Management, Site, Energy, Water, Resources & Materials, Emissions, Indoor

Environment

• NSF 347:– Informed Product Design, Intelligent Product Manufacturing, Long Term Value,

Progressive Corporate Governance, Innovation

• Tenants of Sustainable Roofing:– Minimize Environmental Burden, Conserve Energy, Extend Roof Lifespan

Green / Sustainable Building Guidelines:

Key Categories: Examples

• Energy Impacts– Energy Efficiency, Renewable Energy, Atmosphere / Green

House Gas

• Material & Resource Impacts– Material Re-Use / Recycling, Bio-Based / Rapidly Renewable,

Waste Management, Transportation

• Other Environmental Impacts– Water, Indoor Environment, Emissions

• Life Cycle Issues– Durability, Life Cycle Assessment, Life Cycle Management

• Regional Issues– Heat Island, Storm Water Runoff, Low-VOC

• Social Impacts– Health & safety, employment, community impacts, governance

• Innovation– Design, Application, Partnership

Green / Sustainable Building Guidelines:

Common Categories

“Environmental”

“Sustainable”

“Innovative”

• Energy Management– High R Roofs

– Cool Roofs

– Rooftop Energy (Solar, Wind, Daylighting)

• Material & Resource Management

– Recycled Content

– Re-Use / Recycling

– Roofing Waste Management

– Bio-Based / Rapidly Renewable Materials

– Local / Regional Materials?

• Durability / Life Cycle Management

– Durable Roof System Design

– Roof Surface Protection

– Roof Drainage Design

– Roof Maintenance Management

– Product Life Cycle Assessment (LCA)


Suggested Key Categories• Regional Impacts

– Heat Island (Extra for Urban Heat Islands)

– Storm Water Runoff (Combined Sewers)

– Low-VOC (Ozone Non-Attainment)

• Innovation– Design, Application, Partnership


Category Weighting

• Assume most roofing materials have relatively low direct influence on many environmental impact categories (e.g. Toxicity, Acidification, Eutrification, Ozone Depletion)

• Use energy / global warming potential in CO2 equivalents as the primary weighting measure

– Embodied Energy: Initial Energy to Produce & Install

– Energy Produced on the Rooftop

– Energy Saved During Building Operation (Efficiency)

– Energy Saved By Extending Life Cycle / Re-Use / Recycling

• Add other impacts not adequately addressed by energy measures

– Solid waste impacts

– Clean water impacts

– Ground level ozone impacts

– Extra weighting for special local / regional situations


Category Weighting

$0$200$400$600$800

$1,000$1,200$1,400$1,600$1,800$2,000

1 2 3 4 5 6 7 8 9 10

Source of Savings:

Increased Roof Insulation

Cool Roofs

Best RoofingPractice

Annual Potential Roof-Related Energy SavingsLow-Slope Commercial Roofs / Thousands of 2008 Dollars

(Source: CEIR Knowledge Center)

Savings for 4 Billion Sq. Ft.: $200,000

80%

15%

5%


Category Weighting

High R Roofs (1)Cool Roofs (1)Best Practice (1)Solar Energy(2)Daylighting(3)

$1603010

10020

--------$320

50%10%

3%31%

6%------

100%

Comparative Energy / Green House Gas Reduction Values(Thousands of 2008 Dollars / 4 Billion Sq. Ft. Roofs)

1. From CEIR Roof Energy Savings Study2. Assumes 1watt average solar power production during daylight hours per square foot of suitable roof surface (4 billion square feet

total roof surface X 25% suitable usage factor X 1 watt / square foot3. Assumes 0.5 watt average solar lighting production during daylight hours per square foot of suitable roof surface (4 billion square

feet total roof surface X 10% suitable usage factor X 0.5 watt / square foot)

Notes:

Operating energy accounts for over 85% of total energy usage in buildings

Source: http://www.canadianarchitect.com/asf/perspectives_sustainibility/measures_of_sustainablity/measures_of_sustainablity_operating.htm

O 10 20 30 40 50

80

70

60

50

40

30

20

10

0

En

erg

y (G

J/m

2)

Building Life (Years)

Operating Energy

Recurring Embodied Energy(Repair and Maintenance)

Total Energy

Initial Embodied Energy

100%

85%

10%5%


Category Weighting


Category Weighting

High R RoofsCool RoofsBest PracticeClean Energy(1)Daylighting(1)

Initial MaterialsLife Cycle Mgmt.

$1603010

10020

--------$320

1938

-------$377

85%5%

10%-------100%

42%8%3%

27%5%

5%10%

-------100%

Comparative Energy / Green House Gas Reduction Values(Thousands of 2008 Dollars / 4 Billion Sq. Ft. Roofs)

1941

122

24

------44

Actual LEED 2007 Points

191-2n/a

72

n/an/a

------38

Relative Point Values


Task Group Organization: Options

• Task Group separate from Research Committee

• Task Group a sub-committee of Research Committee

• Entire Research Committee serves as Task Group

• Stakeholder Balance

– Contractors

– Manufacturers

– Others?

• Development Process

– Construction of First Draft

– Comments & Additions

• Approval Process

– Disposition of Comments / Negatives

– Final Board Approval


Task Group Governance: Issues

• Categories

– Add Categories?

– Delete Categories?

• Credits & Measures

– Add / Delete Credits?

– Revise Measures?

• Weighting

– Overall Category Weighting

– Individual Credit Weighting


Review of “Straw Model”

guideline / rating program for environmentally innovative roofing systems a major initiative to...

Documents

green building guidelines

inhouse guideline

internal guideline

guideline process

ansi standard

practice standard

rating body

certification program