Critical Assessment of Sustainability Policy of EURAC Convention Centre - Research Paper Example

Table of Contents Table of Contents Introduction 3 Aim 4 Objective 4 Sustainable Policy 4 Sustainability 5 Capitalistic Tendency 6 Sustainable Competitiveness 6 Relevance to Triple-Bottom Line Theory 7 Involvement in Environmental Resource Management and Hardin’s Theory 8 Policies Role Corporate Social Responsibility 9 Policy Drivers 10 Recommendations 12 Conclusion 12 Appendix 15 Critical Assessment of Sustainability Policy of EURAC Convention Centre Abstract European Academy (EURAC) Convention Centre (ECC) is located at the heart of natural dolomites in one of the most eco-crucial regions of Europe. The facility was designed to curtail the negative environmental impact resulting from events held in the region. The facility relies on its sustainability policy to retain its relevance in the events and leisure industry. The policy is characterized by a mission, vision, core activities and operational practices. ECC’s sustainable vision is provision of perfect event environment in South Tyrol for local, national and international meeting market. Its sustainable mission is to combine the meeting offers with attractive tourist experience that meets international market standards. The report recommends that the organization should ensure that its sustainability policy accommodates both external an internal factors, contain measures that improves the physical quality of the facility and employee training. The current sustainable policy of the organization requires amendments related reflecting the current changes in lifestyle and technology to guarantee continued advancement. EURAC Convention Centre (ECC) Introduction European Academy (EURAC) Convention Centre (ECC) is located at the heart of unspoilt dolomites in one of the most eco-crucial regions of Europe. The facility was designed to curtail the negative environmental impact resulting from events held in the region. ECC is located in a strategic location i.e. city centre that can be accessed through eco-friendly transport means such as bikes or through walking. The facility is designed to be a professional conference and seminary facility in local, national or international functions. The 1,250 square metres covered by the facility contains an auditorium with 320 seats, conference hall, five seminar rooms, two foyers and a computer room. ECC boasts of highly qualified management team that contributes to the innovativeness; enhances delivery of services. The current growth in the event and leisure industry is due to the enhanced globalization. Industry globalization has led to increased income, intensive use of communication technology and newly developed cheaper means of transport (Paschinger, 2007). Organizational growth and enhanced competitiveness in the event and leisure industry requires application of enhanced technology and innovativeness. The organization has adopted an effective sustainable policy based on technological innovativeness and focus on environmental improvement. Sustainability is the ability to operate in a manner that satisfies the present needs and establishes an appropriate foundation for future prosperity. The policy incorporates the vision, mission, core values and principles. Aim The essay below is a critical assessment of the sustainability policy of EURAC Convention Centre. Objective The discussion will focus on factors characterizing sustainability such as capitalistic tendency, policy drivers, policies role corporate social responsibility, involvement in environmental resource management and Hardin’s theory, and Triple-bottom theory. Sustainable Policy ECC’s sustainable vision is provision of perfect event environment in South Tyrol for local, national and international meeting market (ECC, 2004). Measures have been put in place to demonstrate to the target clientele on the value of the services offered. Its sustainable mission is to combine the meeting offers with attractive tourist experience that meets international market standards. Effectiveness to the provision of services is ensured through its stylish, architecturally acclaimed ambiance with current technical equipment and attractive environment (ECC, 2004). The organization’s strengths include scientific environment, infrastructure, complete meeting and leisure facilities and superior architecture. Additionally, its competitiveness is enhanced by the presence of comprehensive services, central location, attractive destination and innovative technology. The sustainability policy satisfies the government standards governing organizations involved in the event industry. Such standards includes: provision of knowledge and awareness; promotion of infrastructure and connection facilities; cooperation especially with other transnational organizations; environmental standards; and maintenance of the multi-level policies affecting event organizing industries (Jänicke, 2008). Effective sustainable policy allows application of alternative, superior ways of utilizing the scarce resources. It also enhances identification of new business processes that promotes social fairness, economic proliferation and ecological well-being. Sustainability According to Richards and Palmer (2010), sustainability is the ability to operate in a manner that satisfies the present needs and establishes an appropriate foundation for future prosperity. Sustainability is a term that encompasses environmental and ecological goals. These goals help in the mitigation of a broad spectrum of social, political or scientific issues. Sustainability policy acts as the organization’s public statement for its management structures and strategies. It also serves as a communicative tool for its customers and other interested stakeholders. The policy integrates information related to products or services being offered, technology being applied in the production and delivery of services as well as other supportive activities such as transportation and maintenance. Sustainability principles call for a close examination of all operations of an organization. Sustainability policy of ECC adversely emphasizes on promoting the greening philosophy. The organization undertakes strategies that positively sustain the natural environment. The community is made more aware of the issues that affect the environment. Environmental management maintains a suitable ecosystem necessary for co-existence of living and non-living components of nature. Environmental management is in line with adherence to the contents of the sustainability policy. Most sustainability activities have been compromised by the policy’s focus on commercial activities. Capitalistic Tendency The capitalistic tendency of the organization is portrayed through recycling of some resources such as pool water. Attainment of sustainable policy is ensured through re-investing most of the profits organizational advancement such as purchasing improved facilities (Geels, 2011). The combination of both events and leisure activities has increased the revenue collected by the organization. More profits and improved services are ensured through ensuring cooperation power from the combination of Alpine and Carpathian regions of the convention. Adherence to sustainability policy has made ECC successful in managing competitors through ensuring that most of the services are technical and superior. This implies that the competitive edge of other organizations in the event organizing industry have already been applied by ECC; making it more popular and environmental friendly. The strategies geared towards improving environmental conditions are compensated through increasing charges while maintaining customer loyalty through improved quality. The sustainability policy should be comprehensive enough to accommodate all the industry drivers. Sustainable Competitiveness ECC’s competitive advantage over other organizations attracts more clients who generate more revenue. The location is utilized to improve its productivity. The marketing edge is related to its proximity to a mountainous region with potential for tourist attraction and a serene environment for holding events such as conferences and parties. ECC headquarters was constructed in such a way that keeps damage to the environment minimal. The double glass facade preserves the sun’s heat over winter while the radiant energy is arrested within the glass faces in summer. The presence of a large solar installation provides the necessary heat energy required to heat water. It is can also be used to cool the ambient air during the warm season in collaboration with the absorption refrigerator. Efficient working environment is provided by the ergonomically furnished workspaces, computers with high quality screens, spacious and well furnished conference rooms and ideal lighting conditions. Relevance to Triple-Bottom Line Theory ECC’s adherence to sustainability policy portrays its commitment to the principle of the triple-bottom line theory (Fell, 2007). The theory argues that sustainability consists of any measure that would impact on the planet, profit and people (Richards and Palmer, 2010). Although ECC exists with a business motive of gaining profits from its activities, the welfare of the community and the environment is the first priority. The welfare of the community is catered through offering services at reasonable costs. The green program minimizes the negative impact to the environment emanating from emissions or unreasonable disposal of solid waste. Focus on people and places, as exemplified by the triple bottom-line theory, has encouraged the organization to venture into the feasibility of increasing safe tourist mobility in the mountainous region. The clients’ travelling needs has been addressed through design of efficient, competitive and attractive small railway lines and intermodal transport. This eases mobility in Alpine and Carpathian areas. The improved transport system benefits the surrounding community through simplifying their transport needs. The sustainability policies of the organization encompass other elements such as the environment, economy, culture, society and politics (Norton, 2005). The leisure tourists act as a prominent source of revenue. The surrounding community benefits through various ways such as employment opportunities and improvement in the living conditions through minimizing environmental pollution. The recreational facilities offered by ECC provide people with the necessary relaxation services. Such activities include outdoor pool, health club, skiing and water sports among others. The focus on economic, social and environmental well-being enables ECC to evaluate the ramifications resulting from the business decisions in a long-term perspective. The most eminent long-term measure is the environmental resource management. Involvement in Environmental Resource Management and Hardin’s Theory Although activities like waste disposal compromise the integrity of environmental well-being, ECC is extensively involved in environmental resource management. Most of its activities and strategies are geared towards maintaining and improving the state of environmental resources. The management activities are not direct but regulate interaction between human beings and the environment. Such activities include reduction in the emission of the green house gases and segmentation. Hardin’s theory on the “tragedy of commons” asserts that ineffective environmental resource management leads to overuse of resources causing environmental collapse (Agyeman, 2005). Most resource users are not future-oriented and only think of satisfying the present state. ECC policy satisfies the regulatory standards that govern environmental through measures such as recycling of the waste products and restrictions on the use of water to curb water shortage. The organization’s leisure and event activities are subject to market factors. The organization’s management puts a high value on the environment through focus on strategies such as going green. The ECC’s proximity to an urban area reduces the amount of carbon dioxide emitted by the travellers as they do not have to cover long distances when accessing the facility (ECC, 2004). Recycling of waste is also carried out in the facility as most clients dispose significant solid waste and water. This indicates that the facility qualifies for compliance to the industry and environmental standards regarding site constructions, maintenance of air and water quality and curtailing the negative impacts to the surrounding communities. Most of the strategies such as transport improvement and going-green principle offer greater environmental benefits (Van den Bergh, 2010). Successful differentiation has been achieved through identifying the clients who can pay more for eco-conscious services. Focus on environmental sustainability has led to reduced risk, reduced costs and enhanced reputation. Community protest is another environmental risk that the organization negates through focus on environmental sustainability. Sustainability policy of the organization provides the measures that enhance natural capitalism in an organization (Levi-Faur, 2005: 12-32). Policies Role Corporate Social Responsibility ECC’s sustainability policy promotes the attainment of the corporate social responsibility. The mission and vision of ECC proves that, in addition to focus in maximizing profits, the facility has an obligation of protecting the environment, employees and the society. The activities involved in demonstrating the corporate social responsibility include the involvement of scientists who promotes the advancement in technology and awareness on the solutions to transport problems. However, too much commercial mindedness has compromised its role in corporate social responsibility. According to Beck (2010; 254-266), the greening program constitute part of the corporate social responsibility. ECC is evidently aware of the regulatory standards required for the events industry. According to Stipanuk (2006), the focus on enhancement of green program is in line with Agenda 21 of UN Conference on Environment and Development (UNCED). The agenda proposes a comprehensive plan measures to be undertaken by the global, national or local organizations wherever there is a direct human contact with the environment (Stipanuk, 2006). The organization focuses on priority area six of the agenda that dwells on transport. The objective of the section is geared towards reducing the effect of poisonous emissions into the atmosphere through transport activities. The organization also focuses on priority area nine of Agenda 21. The section’s objective focuses on the development of new products and technologies which are less polluting and more efficient both culturally and socially. Application of Agenda 21 minimizes the environmental impacts and generates more profits. More tourists and event organizers have been attracted to the facility due to reduced cost and accessibility. Enhanced focus on the corporate social responsibility measures leads to the avoidance of costs accrued from the regulatory infringements. ECC has sustained its influence in the events industry as its sustainability policies have enabled it maintain its reputation and brand enhancement leading to increased customer loyalty. The organization applies Reinhardt’s 5 Competitive Approaches i.e. focus on environmental product, managing the competitors, saving costs and redefining markets. Policy Drivers However, ECC’s sustainability policy has not categorically stated the individual drivers that are likely to affect the performance of the organization. According to the Gottlieb Duttweiler Institute, the major drivers of the event and leisure organizations include social, technological, economic, ecological and political drivers. The social drivers include population age distribution, family structures and decline in leisure time. The increased number of people among the population has reduced the number of events, and the necessity to travel. Increase in the number of single adults minimizes the rate of events and children population. Leisure time has also declined due to longer working times. Institutional theory is used to explain the impact of the social driver on the event industry. The theory helps in understanding the variety of arrangements and rules that have been adopted by different societies in harmonizing their relationship with nature. An integrative approach describes how people acquire, maintain and store information related to environmental sustainability. Planning for sustainability requires an understanding of how information is integrated and evaluated. This information will be useful in the enactment of strategies useful in improving the organizational activities. Technological drivers include environmental control technologies, transport and availability of information. The economic drivers include the increase in the competitive pressure, mushrooming of the demand for cheaper and low quality services, and growth in the vulnerability of financial markets that affects the prevalence of events. Ecological modernization theory argues that the economy benefits more from the progress towards environmentalism (McLaughlin, 2012:178-196; Jänicke, 2008:557-565). The productive use of natural resources and environmental media can be a sustainable source of economic prosperity. Such measures includes an increase in energy and resource efficiency through environmental management, improved service innovations, application of clean technologies, benign replacement of hazardous substances and improved design for nature conservation. The theory is eminent in the formulation of an effective sustainability policy. The ecological factors include the presence of the unpolluted nature that will become scarcer and valuable, climatic changes, and increased traffic jams. According to Turner and Robbins (2008), the political drivers include political uncertainties that can affect the industry and the growth of terrorism that has made many places insecure. Recommendations Sustainability policy determines the path that an organization is deemed to take; success or failure. The policy should be comprehensive enough to cover all the strategic principles necessary for a successful event organization. Event and leisure organizations are doomed to fail if they assume that greening is expensive and time consuming. Most organizations would assume that guests do not care about the well being of the environment which is not true. These organizations should realize that sustainability is a business issue and many organizations stands to benefit from greening. The greening strategy will improve the organization’s competence for further development of opportunities and advantages. The organizational workforce should be trained on how to connect and handle guests. Improving the physical quality of services is not enough; the receptive attitude portrayed to the guest is what matters most. The organization should uphold strict and consistent regulations governing environmental sustainability and organizing events. Measures that can be applied include increase in energy and resource efficiency, improved service innovations, application of clean technologies and improved design for nature conservation. The theory is eminent in the formulation of an effective sustainability policy. Conclusion Sustainable policy requires possession of the capacity to see innovate, test and maintain the capability to adapt. Effective sustainable policy allows application of alternative superior ways of utilizing the scarce resources. It also enhances identification of new business processes that promotes social fairness, economic proliferation and ecological well-being. The sustainability policy guides the organization towards the formulation of efficient strategies necessary for the event and leisure in the sensitive regions of the Carpathians and Alps. The multi-level policy objectives formulated to achieve this include strengthening of the policy dialogue between transnational policy levels. References “The Future of Leisure Travel -Trend Study” (2006) Gottlieb Duttweiler Institute, Zurich. Agyeman, J. (2005) Sustainable communities and the challenge of environmental justice, New York, New York University Press. Beck, U. (2010) Climate for Change, or How to Create a Green Modernity? Theory, Culture & Society, vol. 27, no. 2-3, pp. 254-266. ECC (2004) Mission, vision and core practices, viewed Oct 26, 2012 . Fell, N. (2007) "Triple Bottom Line Approach Growing in Non-profit Sector," Cause Planet, New York, Doubleday. Geels, F.W. (2011) The multi-level perspective on sustainability transitions: responses to seven criticisms, Environmental Innovation and Societal Transitions. Jänicke, M. (2008) Ecological modernisation: new perspectives, Journal of Cleaner Production, vol. 16, no. 5, pp. 557-565. Levi-Faur, D. (2005) The global diffusion of regulatory capitalism, The ANNALS of the American Academy of Political and Social Science, vol. 598, no. 1, pp. 12-32. McLaughlin, P. (2012) Ecological modernization in evolutionary perspective, Organization & Environment, vol. 25, pp. 178-196. Norton, B.G. (2005) Sustainability: a philosophy of adaptive ecosystem management, Chicago, University of Chicago Press. Paschinger, E. (2007) Authenticity, interpretation and the issue of demand: how product developmental world heritage sites can encourage sustainable management, MA Thesis, IMC University of Applied Sciences Krems Richards, G. & Palmer, R. (2010) Eventful cities: cultural management and urban revitalization, Oxford, Butterworth Heinemann. Smith, A. & Stirling, A. (2010) The politics of social-ecological resilience and sustainable socio-technical transitions, Ecology and Society, vol. 15, no. 1, p. 13. Stipanuk, D.M. (2006) Hospitality facilities management and design, Lansing, American Hotel & Lodging Educational Institute. Turner, B. & Robbins, P. (2008) Land-change science and political ecology: similarities, differences, and implications for sustainability science, Annual review of environment and resources, vol. 33, pp. 295-316. Van den Bergh, J.C.J.M. (2010) Environment versus growth--A criticism of Ecological Economics. Appendix Sustainability policy of EURAC Convention Centre Sustainability Policy Aims EURAC Convention Centre will play a leading role in promoting education for sustainable development through its core activities in event and leisure industry. We will also seek to align our own practice and activities with sustainability principles, and follow policies implemented by the government. The organization will seek to achieve continual improvement at both minimizing and measuring its own environmental impacts. Sustainable Vision Providing a perfect meeting and leisure environment in South Tyrol for local, national and international meeting market. Sustainable Mission To incorporate meeting services with excellent tourist experience that attains the international market standards Sustainability Core Activities EURAC Convention Centre will: Aid development of the capabilities of the community to understand the principles of sustainability to include; social, commercial, ethical, economic, legislative, and environmental aspects. Support and encourage interdisciplinary work on sustainable development. Build partnerships and networks for sharing experience and knowledge of sustainability issues. Provide input, wherever possible, to local, regional, national and international forums on both sustainable developments. Sustainability Operational Practice Develop, implement and maintain a sustainability action plan reviewed, evaluated and updated on an annual basis. Educate, train and motivate all EURAC Convention Centre staff to work in an environmentally responsible manner and play a full part in developing new ideas and initiatives. Use all suitable opportunities to influence colleagues, partners and suppliers to improve their own sustainable performance. Develop a sustainable procurement policy to ensure environmental and social ethical scrutiny of products and services whilst achieving best value. Maximize energy efficiency, reuse of renewable resources and use of low carbon technology. Minimize waste generation and facilitate repair, reuse and recycling over disposal of waste. Promote sustainable travel for EURAC Convention Centre activities wherever possible and practicable. Read More