SXSWorld
Issue link: https://sxsw.uberflip.com/i/81859
Sustainability Initiatives Continue to Make a Greener SXSW by Patrick Nichols bundant sunshine graced the Austin skies for much of SXSW this year. While put- ting smiles on the faces of attendees (especially those from gray north- erly climates), the sun's rays were also recharging cell phones, lap- tops, iPads, electric bikes and other devices in the SXSW Green Zone, the center of SXSW's green initiatives. Two SolarPump charging sta- tions (each capable of charging up to 100 devices simultaneously) were open to the public daily. Th e chargers, which made their SXSW debut in 2010, blend futuristic (solar panels) and retro (vintage 1950s gas pump chassis) elements in a design that is both attention- grabbing and highly functional. Found during SXSW Film and Interactive in Brush Square Park across from the Austin Convention Center, the SolarPumps were relo- cated to the SXSW Green Zone at 7th and Red River Streets for the start of SXSW Music. Th ere they recharged more than 6,500 devices in just four days. In addition to the SolarPumps, the all-new Green Zone featured a variety of eco-friendly touches. Bottle fi lling stations dispensed 140 gallons of water. Native plants added decorative fl air in felt pockets made from recycled banners and plastic bottles. Additional planter boxes and signage were constructed from recycled street signs. Complimentary bike parking encouraged non-motorized transport. And everything from the LED lighting to the music speakers, water fi ltration and, of course, the charging stations was powered by solar energy. Beth Ferguson, founding director of SolarPump's creator Sol Design A Green Zone entrance. Th e Green Zone also served as a collection depot for trash and recy- cling recovered from Austin streets, aided by a pair of bicycle pedicabs that made periodic sweeps along downtown routes. In all, the Green Zone collected fi ve dumpsters of trash and another fi ve dumpsters of recyclable materials. Ferguson has even more activi- ties in mind for the Green Zone. Building upon this year's start, she would like to add more interactive public art and hands-on projects, host a solar-powered photo booth, invite a broader range of eco-groups to demonstrate their work, and showcase more native plants which would be donated afterward to community gardens. She also will be creating permanent SolarPumps installations at the University of Texas at Austin and Texas State University in San Marcos. SXswag is another sustainability Looking ahead to 2012, The human-powered hamster wheel recharged cell phones. Lab, was thrilled at the response from Green Zone visitors. "People were really happy to fi nd a shaded, chill area to get water, charge their phones, sit down with friends and enjoy the plants. Th ey loved fi nding out that it was free, open to the public and 100 percent solar powered." She also was happy to see the Green Zone play host to unique, organic events ranging from a red-caped crusader fi lling a water gun to the occa- sional acoustic jam sessions. As the sponsor, Nokia contributed additional Green Zone perks, including free public Wi-Fi and areas to relax and socialize on benches made entirely from recycled Nokia phones. Th e 18-foot human hamster wheel provided a branded centerpiece. Guests were invited to connect their rechargeable devices, step inside, and then walk or run to gen- erate electricity manually. Inspiration for the human wheel came from a hamster-powered charger featured in a recent Nokia ad campaign. 52 SXSW ORLD / M AY – J UNE 201 1 sored materials. And stuff ed they were: in 2008, a Los Angeles Times blogger reported fi ve pounds each for the Film and Interactive bags and upwards of 20 pounds for the Music bag. While winnowing the freebies may have been a time-honored tradition for some attendees, it also gen- erated prodigious quantities of recycling and refuse. Th is year's Big Bags contained only full and mini program guides and the SXSW-themed issue of the Austin Chronicle, but marketers were (and still are) able to connect with attendees through opt-in downloads on SXswag, a new section of the SXsocial communications hub. Digital giveaways include a complimentary one-year subscription to Spin magazine, $5 in Groupon credits, free music samplers and a variety of smartphone apps. While this year marked the debut of some sustainability initiatives, initiative that blossomed this spring. In previous years, registrants received canvas "Big Bags" stuff ed with magazines, product samples, promotional fl yers and other spon- green thinking is by no means new to SXSW. A recycling program was introduced at the Auditorium Shores stage in 2009, with composting capabilities added in 2010. Combined, these eff orts successfully repur- posed 95 percent of waste that otherwise would have headed to landfi lls. Additionally, SXSW continues to meet with local commerce, tourism and hospitality partners annually to review best practices and identify new ways to enhance sustainability. ■ SXswag access remains open to 2011 registrants. To take advantage of digital offers, simply log in to SXsocial (sxsocial.sxsw.com) and select the SXswag tab. MARGARET LICARIONE BETH FERGUSON