PCBC, the largest West Coast homebuilders' tradeshow, will feature a one-day session with green marketing experts and home building professionals to discuss the green movement.
The session, "Builder-to-Builder Green Forum," will take place Tuesday, June 24, from 9 a.m.-5:30 p.m. at the Moscone Center in San Francisco.
The session includes presentations and panel discussions across a range of topics including: topline perspectives on green building, securing capital and entitlements for green projects, new research on green consumer attitudes and purchasing behaviors and builder and developer perspectives on sustainability.
"Builder-to-Builder Green Forum will look at traditional customers and markets such as energy savers and environmentalists as well as appeal to new areas such as health-oriented buyers," says PCBC director of education Cara Watson.
"The takeaway from this forum and overall future of green building, indeed much of the green movement itself, hinges on successfully understanding and marketing to the needs of these broader audiences."
The agenda:
9-9:30 a.m. Introduction
9:30-10:15 a.m. Bob Willard, author of "The Case for Sustainability," will discuss the bottom-line implications of sustainability and his seven sustainability business strategies.
10:30-11:30 a.m. Leading capital providers and entitlement experts will discuss favorable terms for minimizing risk and maximizing return for green projects.
11:45 a.m.-1 p.m. Yankelovich Partners president J. Walker Smith will review research findings that provide an action-oriented – and often counterintuitive – perspective on the opportunities available from sustainability.
1-2 p.m. Consumer research and marketing panel will discuss the latest research, what home buyers really care about and which market segments to go after.
2-3 p.m. Building industry leaders will discuss how to profitably build green.
3:15-4:15 p.m. Developers will offer their perspectives on taking business green and how they expect to receive the greatest return on investment.
4:15-5:15 p.m. Trend expert Stewart Brand will describe his counter-point approach to the "faster-cheaper" mindset focusing on "slower/better" thinking.
5:15-5:30 p.m. Closing remarks